Miller Genuine Draft has launched a heavyweight Through-The-Line campaign focusing on its unique brewing process and breaks new ground in beer advertising.
MGD is cold filtered four times to reveal a beer that’s distinctively light, smooth and refreshing, according to MGD’s distributors here Richmond Marketing.
To communicate and bring the cold filtration process to life in an engaging and captivating way, MGD’s new campaign utilises clean art as a metaphor – a form of street art where the artists use high-pressure hoses to remove dirt from walls and buildings to reveal extraordinary designs.
The ad features a group of artists going out at night and creating, using clean art, a spectacular natural scene on a drab, grey city building as the voiceover explains, “Sometimes it’s what’s underneath that counts, you just have to reveal it”. The ad campaign, being screened in cinemas across Ireland and on TV, will reach 90 per cent of all 18 to 34 year-olds.
To support the launch, MGD has also commissioned the biggest-ever real clean art ad campaign involving the use of clean art to communicate the campaign message on pavements, walls and bars in key urban areas. The campaign also includes digital advertising, on- and off-trade POS and a facebook page.
MGD’s Marketing Manager Richard Ingram explained, “Our aim is to change the way people think about beer and that aim is brought to life through this campaign. The process of reverse art is used as a vivid metaphor for the process of cold filtration.
“We’re creating a talking point for our consumers, capturing their imagination and communicating with them in a way that we feel is category-breaking for the beer industry.”