Bottoms Up
Everyone loves a comeback story, and there’s no better place to start than at the bottom. It’s where real hardships form real friendships. And Miller Genuine Draft is in the perfect place to raise a glass to the lows that bring us together.
Art Direction
Jessica Robinson
Copywriters
Ben Creekmore
Chris Hanna
Eames Kolar
Product Redesign
We redesigned MGD’s packaging to emphasize its heightened focus on socializing, while tying in elements of its heritage.
Out of Home
We speak to how the best experiences happen when we share much more than just a beer.
We emphasize that the greatest moments we share aren’t just about the right beer, but the right crowd.
MGD’s rebrand is reinforced across social, encouraging consumers to bring more to the table when socializing with friends.
Social
Twitter users roast each other on their bad days. We’re toasting them instead with #BottomsUp.
Spotify Partnership
MGD is all about bringing people together, so we created exclusive Spotify playlists that can only be accessed with the most social sound of all.
Contextual Spot
Using the sounds of social drinking, we created a contextual spot for the Oscars using a concept that can extend to other large-scale television viewing events that people gather to watch.