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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
Logo
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
#MDGadvice
#MGDadvice - User Generated Content
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
Packaging
Bottles
Each bottle gives bad advice to shitty situations we all experience.
Copywriter: Carly Schmidlin
Art Director: Jeremy Zhang
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