Miller Genuine Draft has announced plans to launch a heavyweight through-the-line campaign that focuses on its unique brewing process and is breaking new ground in beer advertising.
Miller Genuine Draft is cold filtered four times to reveal the extraordinary – a beer that's distinctively light, smooth and refreshing.
To communicate and bring the cold filtration process to life in an engaging and captivating way, Miller Genuine Draft’s new campaign utilises clean art as a metaphor – a form of street art where the artists use high pressure hoses to remove dirt from walls and buildings to reveal extraordinary designs.
The advert features a group of artists that go out at night and create, using clean art, a spectacular natural scene on a drab, grey city building, as the voiceover explains “Sometimes it’s what’s underneath that counts, you just have to reveal it.”
The advertising campaign will be screened in cinemas across the UK from September and on TV in October and will reach over 90% of all 18-34 year olds in Scotland.
To support the launch, Miller Genuine Draft has also commissioned the biggest ever real clean art advertising campaign that will involve using clean art to communicate the campaign message on pavements, walls and bars in key urban areas. The campaign also includes, digital advertising, on and off trade POS, and a Facebook page.
In Scotland, the campaign will also be supported by the ‘Miller Filtered Music’ event programme. Gigs will feature special stripped back performances by artists which will also reveal the extraordinary – the launch night in Glasgow featuring The Doves sold out in 24 hours!
Richard Ingram, Marketing Manager for Miller Genuine Draft said, “Our aim is to change the way people think about beer and that aim is brought to life through this campaign. The process of reverse art is used as a vivid metaphor for the process of cold filtration.
“We’re creating a talking point for our consumers, capturing their imagination and communicating with them in a way that we feel is category-breaking for the beer industry.”
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For further information, please contact:
Emma Currin
Leisure PR & Communications on behalf of Miller Genuine Draft
(M) 07753 838 490
Email: emmacurrin@leisurepr.co.uk
Notes to Editors:
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.