Title: Seltzer LaunchBrand: Miller Genuine DraftProduct: Miller Genuine DraftIdea: Mischief @ No Fixed AddressCountry: USA
|Duration of Campaign||Location/Region||Gender||Target audience||Socio-economic Level||Budget|
|3 months or less||USA||Non-specific||Teenagers & young adults (13-25)||Middle||Digital Video: $200k Social livestream: $150k Paid social: $0 Organic social: $0|
This case is about helping young drinkers (re)discover Miller's core truth and presenting it in a way that's absolutely relevant today. As such the objectives were:
Objective 1.Plant a flag & establish Miller's POV: What...