Dynamic new packaging has been launched across all Miller Genuine Draft packaged products reflecting the association with the brand’s live music activity in Scotland, The Mill.
The new packaging reflects the second new pack this year, in a programme of changes which mirrors the progress of The Mill experience. Further imagery changes are planned for later in the year, keeping the brand ahead of the game and continually appealing to its target audience. It also clearly promotes the opportunity to download the energising music that is emerging from this genuinely different music experience at www.themill-live.com. The new packs are now appearing nationwide.
Richard Myers, Brand Manager for Miller Genuine Draft, said, “The new packaging gives the brand a fantastic standout on the shelf and clearly links it to The Mill. It also communicates the opportunity to get free downloads of tracks recorded live at The Mill showcasing the Scottish emerging music scene – this giving our consumers a genuine added benefit, for free”.
Through the summer months Miller Genuine Draft have initiated both trade and consumer activations to drive awareness of the brand and The Mill. Consumer awareness of the brand is being achieved through a mix of marketing tactics in Scotland, including a “rockumentary” advertisement in cinema, which runs until mid July. This brings the atmosphere to the cinema going audience who can view the bands ‘live’ and can download the tracks via Bluetooth enabled technology in the foyers before and after the screenings. Miller Genuine Draft gains takeover status on the underground at Buchanan Street station when it takes over poster sites and runs until 13th July.
Throughout August, Miller Genuine Draft will work with select Off Trade accounts bringing new cutting-edge technology to the fore. Full details will be revealed shortly.
-ENDS-
For further information, please contact:
Emma Currin
Leisure PR & Communications
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Maureen Heffernan
Leisure PR & Communications
(M) 07860 529 242
Email: maureenheffernan@leisurepr.co.uk
Notes to Editors:
The Mill
The Mill takes place every Thursday night, alternately in Edinburgh at Cabaret Voltaire, 36 Blair Street, EH1 1NS and in Glasgow at the Oran Mor, 731-735 Great Western Road, G12 8QX. The tickets are obtained free of charge from the supporting website – www.themill-live.com – where consumers can also get free downloads and live show videos.
Background
Since The Mill was launched in August 2008, 106 bands have played at 62 gigs, watched by in excess of 9,000 ‘hipsters’. Technology plays a major role in reaching this particular audience. Between November 2008 and March 2009, nearly 120,000 Mill tracks have been downloaded instantly to consumers’ phones via Bluetooth technology linked to digital vans that drive around Edinburgh and Glasgow. 2.1 million e-newsletters have been distributed to interested viewers, with further monthly updates direct from The Mill to consumers registered to The Mill website. In addition, 38,000 flyers are distributed each month by The Mill Ambassadors in both Edinburgh and Glasgow.
Part of the success of The Mill activity is down to the quality of the bands which are carefully controlled by the A&R panel headed up by Keren McKean. The panel select bands on a combination of factors which ensure the bands get the most from their Mill experience and are supported by an audience who enjoy the event and see the best emerging live music Scotland has to offer.
About Miller Brands
Miller Brands is the UK and Ireland subsidiary of SABMiller, one of the world's largest brewers. Miller Brands has responsibility for the development of SABMiller’s international premium brands across the UK and Ireland; these include Peroni Nastro Azzurro, Pilsner Urquell and Miller Genuine Draft. Through its consistent pricing and distribution discipline, supplemented by engaging marketing activities, Miller Brands is bringing value back into the beer category. Sales are currently growing in excess of 20% year on year in a declining market and this is increasingly recognised and referenced by retailers. More information can be found at www.millerbrands.co.uk.