Tastes great, less filling.

“Tastes great, less filling” is best known as the advertising slogan from Miller Lite’s long-running U.S. television campaign beginning in the mid-1970s. The ads typically staged a mock argument—often among athletes, celebrities, or “regular guys”—in which one side chanted “Tastes great!” and the other replied “Less filling!” The slogan crystallized the brand’s pitch for a “light” beer that promised drinkability (lower heaviness/calories) without sacrificing flavor, and it became a widely parodied catchphrase in American popular culture rather than a line attributable to a single identifiable speaker.

The line is a compact piece of marketing rhetoric built on a deliberate tension: it claims two benefits that consumers often assume are mutually exclusive—good taste and reduced “filling” heaviness. The slogan’s call-and-response structure turns a product attribute comparison into a playful, memorable chant, inviting audiences to participate and repeat it. More broadly, it reflects a late-20th-century consumer ideal of “having it both ways,” where moderation (lighter, less filling) is framed not as sacrifice but as an upgrade that preserves pleasure.

“Tastes great!” / “Less filling!” (the common call-and-response form)
“Taste great. Less filling.”
“Tastes great, less filling—Miller Lite.”