Miller Genuine Draft launches new ‘Gold in Windsor’ campaign in Melbourne via Hunter

Creative agency Hunter has partnered with the local Miller Genuine Draft brand team to launch a new campaign. You know those nights that start out ordinary and end up anything but – the nights that kick off with a couple of quiet beers and then turn into one of the best times of your life? Hunter and Miller Genuine Draft have channeled that vibe for the new campaign, reintroducing Miller Genuine Draft to the trendy Melbourne suburb of Windsor, fitting out a pop-up bar for three awesome nights of beer, music and food.

Taking a cue from Miller Genuine Draft’s global branding and focus on a premium but approachable nightlife, Hunter hit on the Gold in Windsor concept to elevate the ordinary. That involved decking out a pop-up bar – and a local maxitram in the black-and-gold styling of Miller Genuine Draft bottles, along with the ‘Gold in Windsor’ message. Invitations were sent to trade and industry people – a major target of the campaign – as well as made available to the public, and patrons were treated to wagyu beef and brisket hors d’oeuvres, local musician performances (Horns of Leroy, Alice Ivy and The Harpoons), and plenty of Miller Genuine Draft to wash it down with.

The whole idea, from concept to execution, was turned around in eight weeks. Hunter’s people moved into the Uncommon café on Monday to refit it for opening night Thursday, and then had it back to Uncommon on Sunday.

Says Simon Hakim, CEO, Hunter: “We’re not telling people, ‘hey, drink this beer’. Instead we’re creating a theme with Gold in Windsor and we’re using it to own a suburb, or own a city, and creating a vibe.

“The idea is something you could take anywhere and localise it. It could be Gold in Brisbane or if we were in Sydney, it could be Gold in Surry hills, or Gold in Newtown. The idea is the core – taking something ordinary and finding a way to elevate it in a way that resonates for your brand.”

Says Brigitte Kedicioglu, who heads up the Miller brands in the local market says: “It’s been very exciting to see the brand come to life in Melbourne with such a fantastic concept. It truly reflects the global positioning of the brand while being adapted to talk to locals. We cannot wait to continue evolving this concept and take it national in 2018.”