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At bars, MillerCoors has been putting Miller Lite up against Bud Light in blind taste tests called "Know Your Beer." The brand has sought attention for program by lining up paid integrations with YouTube stars such as Andrew Fitzpatrick, known as "80Fitz," and Jenna Ezarik.

Taste tests and comparative advertising are hardly new tactics, of course. And Lite's product-focused messaging certainly lacks the pizazz of Bud Light's campaign, which is generating roughly 1.1 million Google searches of "Dilly Dilly" per month, according to the brand.

Leaning into taste tests

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