Word: lite
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...controversy was more familiar to Americans than the Lincoln-Douglas debates. For 17 years, argumentative ex-athletes wrestled with the weighty question of whether they drank Miller Lite beer because it "Tastes great!" or is "Less filling!" The ad campaign created a vast demand for low-calorie brews at a time when Miller Lite was virtually the only supply -- in 1975 it constituted 96% of light-beer sales. However, the 1980s produced challenges from Coors Light and Bud Light, which drained Miller's share...
...Miller Lite will counterattack this week by abandoning the taste-vs.- calories contretemps in favor of a new slogan. "It's It. And That's That," goes the Zen-like outpouring of pronouns. The campaign is the creation of Chicago's Leo Burnett agency, which landed the $110 million Lite account in March, muscling aside Manhattan's Backer Spielvogel Bates. The new theme, pitched particularly to women and younger drinkers, seems to imply that Lite has supplanted traditional brew as the real thing. In one Lite-hearted spot, a delivery truck is seen losing the first and last letters...
...watchdogs went off-duty. Since this was also an era of national obsession with health, the hottest-growing segments of the food market were "the light and leans, low fats, the healthy choice," says Grocery Manufacturers of America vice president Jeffrey Nedelman. In that atmosphere of lax regulation and lite mentality, health claims proliferated like sprouts on a salad...
...corollary: anything cheery is a gilded lie. Drizzle is real, sunlight a sham. To focus on the sunny side, and to find resonance there, is to engage in a kind of aesthetic Reaganism. Every smile is a commercial for a product destined to be recalled: Life Lite...
...Some members of Congress hit you hard. One called it "Space Station Lite -- one-third the mission for nearly four times the price." Another said it was simply an employment program for the aerospace community. Your reaction...