Miller Pilsner - A yank in Scotland

N Goodlad

Campaign in 1998 by Rainey Kelly Cambell Roalfe for Miller Pilsner in Scotland (Scottish Courage). Low budget campaign on Scottish TV, supported by cinema and late night TV.
Agency: Rainey Kelly Cambell RoalfeAuthor: N Goodlad

Miller Pilsner: A Yank in Scotland

INTRODUCTION

The purpose of this paper is to show how planning insights into media usage and audience empathy were able to convince an initially sceptical client to reconsider their brief in virtually every aspect so that, by judicious use of a limited budget, it was ultimately possible for Miller Pilsner to challenge the traditional dominance within the local lager market.

IT'S MILLERTIME

In 1995, Courage (later Scottish Courage) launched an innovative multimedia campaign based around a spoof chat show, 'Millertime', and its zany host, Johnny...

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