BUSINESS CHALLENGE

Miller Genuine Draft saw an opportunity to position the brand as an upscale alternative to imports, wines and re-establish franchise credibly with a highly-skeptical distributor and retail partners.

The only caveat – develop and execute a program in under 90 days

THE IDEA

The Sundance Channel and designer Ozwald Boateng presented an interesting opportunity for the brand to do just that. Working with Ben Silverman and his production company Reveille, we cast Miller Genuine Draft in a starring role and sponsor partner for the reality series ‘House Of Boateng’..

RESULTS

1. •The high-profile impact of the integration program launch and PR/TV coverage paid out the campaign within a week
   

2. •Strategic focus for the brand programming became the strategic focus for all 2007 brand communications
   

3. •The launch event at the LA Museum of Television and Radio generated significant  national TV coverage and buzz, and significant enthusiasm among key MGD distributors, retail customers and stakeholders who attended the event
   

PROGRAM ELEMENTS

1. •  TV show integration
   

2. •  Major PR launch
   

3. •  Bottle design competition for students
   

4. •  On pack promotion – Oswald Boateng suit