Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

Question

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By emphasizing that the beer contained one third less calories and was less filling, Philip Morris was trying to build a point-of-difference from other beers on the market. They were trying to create a unique selling proposition that would set their product apart and appeal to consumers who were looking for a low-calorie option.

Philip Morris Bought Miller Brewing and Launched Low-Calorie Beer, at a Time