Miller Brands has announced its latest consumer marketing campaign, aiming to put Miller Genuine Draft “back on top” in Scotland, with the slogan “The Miller Way”.
The £3m investment in 2006 includes TV, cinema and radio advertising, experimental marketing, the launch of a new website and a white-label music release.
The TV campaign returned to screens after an absence of four years, airing across ITV, Channel 4 and Channel 5.
Miller has now teamed up with XFM to promote the soundtrack from the advert, by running a prize competition on the Dominic Diamond Breakfast Show.
Steve Arkley MGD brand manager at Miller Brands (UK) Ltd stated: “Scottish consumers have changed in terms of their behaviour and value systems and are now expecting more from their brands.”