Miller Brewing Company

MGD

Facing a seven-year sales decline and the perception of being old, boring and "your fathers beer," Miller sought to appeal to 21-to-27-year old males by focusing on the social aspect of drinking beer. Wieden & Kennedys young, edgy campaign did the trick.

Results: Sales rebounded, and perceptions of the brand changed considerably.

Wieden & Kennedy
Portland, OR
Creative Director:    Susan Hoffman
Art Director:           John Boiler, Jeff Williams, Alicia Johnson, Hal Wolverton
Copywriter:            Jeff Kling, Ned McNeilage
Photographers:      Terry Richardson, Michel Haddi, Melodie McDaniel,
                            Robert Rasmussen, Michael Frediani, Matt Barclay, Jim Perry