Molson promotes Miller Genuine Draft
By Adnews Staff
Molson is conducting an advertising campaign for Miller Genuine Draft that focuses on the smoothness of the beer. The campaign, developed by The Hive Strategic Marketing of Toronto, consists of billboard and radio advertising. One outdoor execution depicts the neck of a beer bottle extending above the rest of the ad. The copy reads, "Too much smooth for one billboard." Another ad, shows a bottle with its label folded up around the base like crumpled clothing. The copy reads, "Cold-filtered 4 times. That's smooth." "The brand is positioned to appeal to the more experienced beer drinker who is looking for a smooth and distinctive beer a cut above the mainstream," said Molson brand director Fadi Dagher. "MGD delivers on those expectations, both in taste and in look. The advertising theme of 'smooth' speaks to all of that."