In 2016, US-based beer conglomerate MillerCoors (MillerCoors), which manufactured Miller Lite, a light beer, adopted an aggressive advertising strategy to take on rival beer brand Bud Light, owned by Belgium-based global brewing company Anheuser Busch InBev (AB InBev). Released on October 2, 2016, the ad mocked Bud Light’s tagline, ‘Raise one to right now’ as Miller Lite retorted, ‘Bud Light says raise one to right now, so why not raise the right one,’ before adding ‘Miller Lite has more taste and half the carbs.’ Talking about Miller Lite’s strategy, MillerCoors Chief Marketing Officer, David Kroll, said he had tried to show a contrast between Miller Lite and Bud Light as MillerCoors talked about its beer while Bud Light “has intensified its old approach of hiding behind sophomoric humor.” He added, “We are taking a more assertive stance.”..

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