Miller cleans up its image

Miller Genuine Draft is launching a campaign focusing on its brewing process as part of a push to drive its market share in the premium lager market.

The campaign, created by Leo Burnett, features the “clean art” street art technique, where artists create patterns and designs by removing dirt from walls and buildings with high pressure water hoses.

The lager brand hopes the “clean art” campaign will “bring its cold filtered process” to life.

The 60-second advert shows a group of artists creating a nature scene on a formerly drab grey building, set to music by US artist Bon Iver.

A voiceover explains “Sometimes it’s what’s underneath that counts, you just have to reveal it”.

It will run on television and in cinemas from the end of August in Ireland and from October in the rest of the UK. It will be supported by an outdoor campaign, on and off trade POS, new glassware and packaging and a Facebook page.

Miller Genuine Draft has also commissioned what it claims is the biggest ever real
clean art ad campaign that will continue the “clean art” campaign on pavements, walls and in bars in key urban areas.

In Scotland, Miller is also rebranding its programme of music events under the “Miller Filtered Music” brand.

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