Miller Lite Taking a New Direction

Dear Client:In an age where "better beers" drive consumers to drink increasingly based on intrinsics like big and rotating flavors, light beers arguably find it harder to connect with traditional marketing tactics like humor and cosmetics.You see it in their chameleon commercials. The latest: After a relatively short stint of the "Bodega" campaign [it's pretty self-explanatory, featuring a dry shopkeep], which hit only last summer, Miller Lite debuted new commercials during yesterday's NCAA tournament. The spots focus on the "first