Cannes Lions

MILLER MIDNIGHT BEER

THE BRAND UNION, London / SAB MILLER / 2009

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Overview

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Credits

OVERVIEW

Description

With the launch of a new product, SABMiller wanted to reinvigorate its standing in the Russian market. Miller Genuine Draft is a well-loved, top-end brand and consumers are responsive to innovative solutions that reinforce its premiumness.

Execution

To achieve standout in a crowded Russian beer market, we devised a new brand architecture for premium SABMiller beer, Miller Midnight. Uniquely, Miller Midnight combines dark roasted and light roasted crystal malts for a deep and distinguished beer with a distinctively refreshing taste.Taking ‘complimentary contradictions’ as our cue, a cutting edge, masculine look contrasts dark with light, encapsulating the essence of the dark beer that has a refreshing, light taste.

An eclipse effect on the logo reinforces the brand story by showing glowing light emerging from the darkness. The bespoke emblem for the bottle neck is unmistakably Miller and retains the brand’s iconic design cues.

Outcome

Results not yet available but the client is quoted having called the project "very pleasing". Results to follow.

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