Campaign details
Brand: Miller Genuine DraftBrand owner: Molson Coors GroupEntrant company: Mischief @ No Fixed Addess New YorkIdea creation: Mischief @ No Fixed Addess New YorkMarket: USASector: Beer & ciderMedia channels: Livestreaming, Online video, Social mediaBudget: Up to 500k
Executive summary
To plant a flag for beer, Miller announced it was launching a hard seltzer – into oblivion. The introduction of new products and flavours, especially so many hard seltzers, was out of control. Within this storm of everything new, Miller reminded people of how great simple, beautiful...