Word: lite
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...switch from brawny to beautiful is Natural Light's latest attempt to challenge bestselling Miller Lite Beer and runner-up Michelob Light. Natural Light is only No. 3 in the light-beer market, which accounts for close to $3 billion, or about 13% of U.S. beer sales. Miller Lite beer ads have long made heavy use of male athletes in an attempt to drive home the message that Lite, though low calorie, is a real beer-drinker's beer, not the namby-pamby brew of weaklings...
...Busch says the Brinkley ads are partly a play for the female market. Explains Senior Product Manager Robert Merz: "We decided to showcase a woman in this new commercial because 50% of the light-beer drinkers are women." But G. Robert Holmen, who produces the ads for competing Miller Lite, insists that Natural Light is only using Madison Avenue's oldest pitch of all. Sniffs he: "This is the last gasp for Natural Light. They are relying on sex to sell the product." Shameful...
Philip Morris does a lot of things well. It sells beer--Miller and Lite are numbers two and three in American sales. It sells Seven-Up, which tops every other lemon-lime soft drink on the planet. It sells thousands of homes a year in Mission Viejo, Calif..and the suburbs of Denver. But most of all. Philip Morris sells cigarettes--Marlboro, Merit, Virginia Slims. Benson and Hedges. Parliament, Alpine, Saratoga 120s and others. Machines in the Richmond facility put tobacco into paper tubes, hand the cigarettes, cut them, insert filters, box them, put the boxes into the cartons...
...that meant little to the gray-clad fans who expected victory. To tall to "preppie" Harvard had implications of disgrace for the disciplined, ordered way of lite into which emotion enters only when you have to reach back for that little extra in order to succeed. Saturday, Army failed, despite the tightly orchestrated public-relations performance...
American HELS are coming. In about two years the Navy is scheduled to test its Sea Lite laser system: generating more than two megawatts of power, enough to meet the electrical needs of a town of 7,500, Sea Lite is supposed to be capable of knocking out numbers of attacking missiles in quick succession. The laser will be five times more powerful than any built in the U.S. so far. In CPB development, however, the U.S. appears to be five to seven years behind the Soviets...