Miller Brewing Company: Miller Lite's Miller Time campaign

In the 1990s, beer brand, Miller Lite, owned by Miller Brewing, was losing market share and had been replaced as the best selling light beer in the U.S.

Miller Brewing Company: Miller Lite's Miller Time campaign

William Baue


On January 12, 1997, during championship games of the American and National Football Conferences and on the Fox Network's The X-Files, the Miller Brewing Company introduced Dick as its new spokesperson for Miller Lite. The series of four commercials all began in the same way, with a campy 1950s beer can logo bearing the slogan "Miller Time," a familiar tag line that had not been used since the mid-1980s, followed by a picture of Dick, apparently straight out of his 1975 high school yearbook, complete with...

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