Miller case study

The Challenge:

Miller Genuine Draft was becoming an everyday brand, bought increasingly on promotion by older consumers.

This decline was being driven specifically amongst our target audience 18-24's. The brand urgently needed a way to recapture its original pioneering spirit and be found interesting once again. Our task was to drive reconsideration through to reappraisal and trial.

The Activation:

Our solution needed to be credible enough to be taken seriously by a very cynical audience, and differentiating enough to challenge deeply-ingrained perceptions.

So we created The Mill, a campaign that saw MGD focus on promoting the best emerging bands in Scotland. The bands were given career building assets, such as professional recordings of their music and live performance videos, whilst consumers could attend free weekly gigs to see the best new bands and download the tracks days later.

Crucially, the campaign extended into every single consumer touchpoint, turning them into extensions of The Mill through clever use of assets, from digital to on-trade promotions and packaging, vividly demonstrating a brand that was alive and relevant to its audience.

The campaign won MCCA Gold for Best Integrated Marketing campaign of 2009.