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Miller Genuine Draft begins One of None campaign

Molson Coors has begun a marketing campaign for its Miller Genuine Draft beer brand called “One of None.” Developed by Sid Lee of Toronto, the promotion includes a line of apparel produced in collaboration with fashion designer Jeff Staple called “MGDxStaple.” It also includes an original song by Toronto-based rapper Shaquille Baptiste. The initiative also includes out-of-home advertising. According to the company, the campaign depicts the brand as a beer for the “urban nightlife space.”

“To create credibility for MGD within the urban nightlife space, it was important that we contributed to the scene instead of just speaking to it,” said Christian Buer, creative director at Sid Lee. “Through fashion, music and a unique tone of voice, ‘One of None’ actively engages with the urban scene and gives members something they can use to celebrate their individuality.”

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