Miller, owned by UK-based SABMiller, has chosen an advertising campaign that focuses on comparing Miller Lite with its rivals, which is intended to portray that Miller Lite is a better light beer.
The new adverts, which claim that Miller Lite is the light beer that invented light beer, are due to run over the spring and summer months.
Miller Lite has suffered from lower than expected sales, and admitted that competition was intense. Bud Light and Coors Light are improving their market positions in the light beer market.
The man laws adverts starred celebrities and sports personalities and featured man laws about what men are and are not supposed to do. Miller said the advert change is not permanent, and hinted that these adverts could return during the US football season later this year.
