Miller Genuine Draft 'Made for YOU'

Since 2011, Miller Genuine Draft (MGD) has lost more volume in the US than any other Major beer brand. The brand is increasingly lacking relevance to a younger consumer base. The packaging is inconsistent and outdated and the brand language is not always relevant. Miller Genuine Draft ‘Made for you’ is a package design led campaign which celebrates diversity and cultures, The 6 M’s represent different personalities and so do the colours used on the Bottles. The colours specifically represent Hispanic and African American cultures as aimed for in the target market of 24-34 year olds. The colourfull designs bring a fresh new feel to MGD modernizing the look and provides a role for MGD in the Miller portfolio with a fresh new look, changing trends and bringing more energy to the brand to make it more relevant.