Miller Genuine Draft

Problem

Miller Genuine Draft is lacking relevance to a younger customer.

Insight 

Everyone experiences bad days.

Idea

Use bad advice in different ways to help people find joy in their day.

Logo Redesign

Original

 
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New

#MGDadvice - Miller Content

People have bad days, MGD wants to exploit those bad days. They are able to give people a refreshing take.


On Facebook & Instagram

 
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#MGDadvice - User Generated Content

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Encouraging people to use #MGDadvice to share their own rough days.

MGD would reply with bad advice that relates to the post.

Packaging

Modern and simple take on their packaging

 
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Bottles

Each bottle gives bad advice to shitty situations we all experience. 

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Copywriter: Carly Schmidlin

Art Director: Jeremy Zhang

© 2020 Carly Schmidlin