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Genuine Draft Light launches tagline.

An advertising campaign for Miller Genuine Draft Light, which premiered last week, features a new bar call for the brand: "GD Light," along with a new advertising tagline: "Say No More."

"This campaign makes it easier for adult beer drinkers to remember the name of a great light beer with smooth draft taste--GD Light," said William Atchinson, Miller Brewing Co.'s premium category director. "Once they've asked for GD Light, they don't have to say anything else. The refreshing taste says it all."

The new television ad utilizes humorous situations with unusual twists to emphasize the brand's positioning as a low-calorie, refreshing packaged draft beer, Atchinson noted.

Spots began appearing last week on prime time network programming, as well as NBA and NHL games.
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Title Annotation:Miller Brewing Co.'s advertising campaign
Publication:Modern Brewery Age
Date:Mar 8, 1993
Words:124
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