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Dear Client: This morning, Miller Lite unveiled its new creative platform, “Legendary Moments Start with a Lite,” a fully integrated 2026 campaign starring Christopher Walken that’s designed to encourage real-world socializing over beer. The work, which stood out to us at MCDC this past fall for its robust reception on the floor, was developed by Leo Chicago and builds on Miller Lite’s long-running Miller Time positioning, reframing it for a moment when getting together often requires an extra nudge. “Making
New Dietary Guidelines Promote Moderation Rather than Abstinence
Dear Client: Hot off the presses: This morning the Trump Administration held a press conference announcing the release of the 2025-2030 Dietary Guidelines for Americans (DGAs), “informed by the best and most reliable research,” per Press Secretary Karoline Leavitt. Mostly, the new DGAs focus on combating the scourge of “low quality, highly processed foods” in America. HHS Secretary Robert F. Kennedy Jr. called the new guidelines the “most significant reset of federal nutrition policy in history.” But what do they
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