Miller Genuine Draft Beer
Disclaimer: This piece was created solely for the purpose of the One Show Young Ones Competition and was not commissioned by the client.
Brief: Miller Genuine Draft is an outdated brand looking to become more relevant
towards a younger audience and recruit new drinkers with a fresh campaign.
Design a new can to modernize the look and feel of MGD in an exciting way.
Fact: Miller Genuine Draft beer is cold-filtered four times to create a flavor that's never bitter.
Problem: There are times when people can get very bitter... like sports, when their teams don't win.
And no brand is there to support them.
Solution: Make ourselves the go-to beer for when your home team loses.
Because we make things a little less bitter.
When sports gets bitter, we'll give you a beer that isn't.
When the home team loses a game changing instant replay, this appears on the stadium.
When the home team is down double digits at half time, we put this in the stadium.
When your team goes 0-16, we send you this shirt and a 16 pack.
When the bitterness goes online, we reply this to angry Tweeters.
