Miller Genuine Draft: Seltzer Launch

Miller Genuine Draft, a beer brand, livestreamed a fake rocket launch in the US to establish a brand point of view with an idea provocative enough to be picked up by the media and drive sales.

Campaign details

Title: Seltzer LaunchBrand: Miller Genuine DraftProduct: Miller Genuine DraftIdea: Mischief @ No Fixed AddressCountry: USA

Duration of CampaignLocation/RegionGenderTarget audienceSocio-economic LevelBudget
3 months or lessUSANon-specificTeenagers & young adults (13-25)MiddleDigital Video: $200k Social livestream: $150k Paid social: $0 Organic social: $0

Objectives

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...

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