Campaign details
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 |
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...