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Creating Products Targeted at Matured People is an avenue to make money, like Miller Genuine Draft!



Miller Genuine Draft created " Full-bodied taste", campaign, targeted at 30-year-old  drinking demographics, and was a Market-Success!. That target definition helps Miller Genuine Draft (MGD) focus its energies (or strengths) on differentiating product attributes  with market demographics, an audience most like to be drawn to it! 
Moreso, the initial campaign strategy of Miller Lite Beer has two goals: one,ensuring parity with key competitors in its category by stating that it “tastes great”; while at the same time creating a point-of-difference by saying it contains one third few calories and was thus “less filling” than regular, full strength beers. As often the case, the category point –of-parity and point-of-difference were somewhat conflicting, as consumers tend to equate taste with calories. To overcome potential resistance, Miller employed credible spokespeople primarily popular athletes, who presumably not drink a beer unless it tastes good. These ex-jocks humorously debated which of the two products benefits – “tastes great” or “less filling” – was more descriptive of the beer. The ad ended with a clever tag-line framed as “Everything You’ve Always Wanted in a Beer”. 

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