Miller Draft - in search of a new beer idea

N Goodlad

Campaign in 1999 by Rainey Kelly Cambell Roalfe for Miller Genuine Draft. Brand launched in Scotland 1992 and rest of UK 1995, had failed to make impact there.
Agency: Rainey Kelly Cambell RoalfeAuthor: N Goodlad

'Miller Genuine Draft' In Search of a New Beer Idea'

BEER AD'S AREN'T WHAT THEY USED TO BE

Beer campaigns are notoriously difficult to crack it's a congested, heavily advertised category that has had high profile advertising for longer than most. History weighs heavily on the advertisers 15 years ago, beer ads were 'the best thing on the telly'. Now, with factors like tighter regulation; new, more sexy categories (e.g. sportswear and entertainment products); and even wearout in the sheer number of good beer ideas left, there are fewer and fewer...

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