After a dramatic decline in its popularity over the past couple of decades, Miller Genuine Draft wants to make something of a comeback in the U.S., with parent company Molson Coors investing in a major brand refresh that is aimed at reinvigorating the cold-filtered brew’s relevance.
“The creative brief really was in the name of the brand itself: genuine,” says Paul Taylor, chief creative officer and founding partner at BrandOpus, the London-based creative agency that undertook the rebrand.
To get at the core of the “humble authenticity” that many consumers have long associated with Miller Genuine Draft, the brand’s messaging has shifted to bold, straightforward taglines such as “Scratch beneath the surface” and “Forge your own path.”
BrandOpus’ end goal was to “create a brand that has nothing to hide,” Taylor says. MGD is a new client for the agency, though it has worked on other Molson Coors projects for the British and Canadian markets over the past five years.