Nothing to Hide
The Brief: Miller Genuine Draft was an import beer in Canada vying for the attention of young adults.
The Idea: The Hive created a 360-degree fully-integrated campaign that included TV, radio, print, outdoor, online and in-bar executions that all celebrated the MGD drinker in a fresh new way. Our core creative idea combined a relevant target insight with a very specific product truth and came to life under the line: Nothing to Hide.
The Results: Miller Genuine Draft achieved double-digit sales growth two years in a row. It’s not surprising, considering the “Nothing To Hide” campaign earned the best Millward Brown pre-testing scores across the SAB Miller network.