UK: Miller Brands UK launches “The Miller Way” in Scotland

Miller Brands UK Ltd. - the marketing and distribution business of SABMiller plc for the UK - announced May 25 their latest consumer marketing campaign that aims to put Miller Genuine Draft firmly back on top in Scotland.

As part of a £3 million investment in 2006 comprising of TV, cinema and radio advertising, experiential marketing, a new website and a white label music release, the campaign fully demonstrates Miller Brands’ long-term commitment to engaging Scottish consumers, with distinctive communication and branded entertainment.

Never a brand to follow the herd, the MGD campaign delivers a full multi media approach that introduces ‘The Miller Way’ - making the extraordinary seem easy. Launched in March 2006, Miller Genuine Draft returned to Scottish TV screens for the first time in 4 years with an award winning 60 sec advert. Capturing the imagination of 18-24yr olds, the campaign airs heavily across ITV1, Channel 4 and Channel 5, and is followed by a 5 month cinema campaign targeted around the summer blockbusters.

With a firm commitment to deliver new and exciting content, the memorable soundtrack from the campaign (the work of cult Japanese recording artist, Takako Minekawa,) will be made available to consumers as a free limited edition digital download and ringtone, this is a first for UK beer advertising. Circulated to leading DJ’s in April 2006, the track has already been filling dance floors in top clubs across the country, thus generating great excitement around the digital release.

The soundtrack will build further profile with an XFM radio promotion, which will also run a prize competition for listeners. Partnering with the Dominic Diamond breakfast show and in true Miller Way fashion, MGD will make the hardest part of the day a little easier asking nothing more than a simple text from listeners in return for the chance of winning £1000 of anything they want!

Completing the fully integrated approach, the campaign is also supported in the on and off-trade with promotional POS kits distributed to bars and branded bays installed into key C&C’s around the country.

Challenging convention and doing things differently is something Miller Genuine Draft has always aimed to achieve comments Steve Arkley, MGD Brand Manager at Miller Brands (UK) Ltd:

“Scottish consumers have changed in terms of their behaviour and value systems and are now expecting more from their brands.”

“Through our 360 degree marketing programme and increased investment we are determined to deliver a step change in the level of support behind MGD. By using engaging and distinctive content to capture the imagination of our target consumer we are committed to build on our dominant position in the Scottish Market,” the company said.

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