• Ad Age, Monday, April 7, 2008 12:30 PM

Miller plans to test two different campaign ideas--both from agency of record Y&R, Chicago--to replace last year's failed "Experience is Golden" effort for its Miller Genuine Draft. Since 1991, the long-declining brand has burned through four agencies and shipments have dropped about 41% to roughly half its early-'90s peak.

The first idea being tested plays upon the word "genuine" in the brand's name by setting the beer in contrast to phoniness, according to Deb Boyda, the Milwaukee-based brewer's vice president-content communications. The second effort echoes the "Out of the old, into the cold" campaign that launched MGD to early success by emphasizing refreshment metaphors.

Boyda declines to discuss MGD's propensity to change campaigns annually, but says the apparent toll on the brand from the constant campaign flux explains why Miller is being so "diligent" in picking the next direction. "It's always challenging to resurrect a brand that was vital and dynamic and bring it up to date," she says.

Read the whole story at Ad Age »