Miller Brewing is set to kick start an extensive promotional
campaign in spring 2002 to push its Miller lager brand.
The activity will include bar and club promotions, online and viral
marketing, as well as a destination prize. There is also the possibility
that the push will be extended to run in Central and South America as
well as the Asia Pacific region.
The brief is to develop activity that can run across as many Eastern,
Central and Western European countries as possible, and to find a brand
focus that will be incentivising and involving for both consumers and
trade customers.
Explaining this decision, Miller international marketing manager Fiona
Husband said: "It's extremely important to maintain international brand
consistency given an increasingly transient European population and a
globally aware target market."
The Shop Europe, the youth marketing specialist agency which is handling
the activity, said it will be building on Miller's previous promotions
which include the Ibiza Yacht parties. Devised in-house, the push ran
this summer, giving consumers the chance to win a VIP whirlwind trip to
Ibiza where Miller staged bar and club promotions as well as parties on
board a 200ft Barquentine schooner.
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