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For the executives at SABMiller PLC's brand-new Canadian offices, the timing is fortuitous: On Monday, the company will mark Miller Lite's first nationwide launch in Canada with an ad campaign will use the beer's history to promote it.
" The ads, which will be in heavy rotation on television throughout the summer, tout the brand as "the light beer that invented light beer," and will refer to its brewing heritage dating back to 1973.
And less." Soon, "great taste, less filling" became one of the most memorable advertising slogans of its time.
Now, health-conscious consumers are open to the idea of lower-calorie options.
Canadian consumers have high brand awareness of Miller Lite, SABMiller said, thanks to our proximity to the United States, where it has been sold for years.
According to SABMiller's research, however, the light-beer segment grew by more than 2 per cent in 2013 – the most recent year for which it has data.Until now, SABMiller's products were sold through a partnership with Molson Coors Canada.That partnership ended last October after a lengthy legal dispute and SABMiller opened its own Canadian offices this year.There are brief shots of hops, and of a brewer holding a glass of golden liquid up to the light."It comes back to authenticity and the heritage of the brand," Mr. It's a strategy Miller Lite has already used in the United States.
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(which has a joint venture with SABMiller in the U. called Miller Coors) reported that sales for both Coors Light and Miller Lite fell slightly in the first quarter, compared with the same period last year. market, where craft beers have been gaining in popularity and stealing customers from the big brands. "We want to grow the size of the pie." Editor's note: An earlier version of this story incorrectly said SABMiller products Peroni, Pilsner Urquell and Grolsch were previously sold through a partnership with Molson Coors Canada.