Miller: Boombox by F/2.8 Photograph Studio, Manajans / J. Walter Thompson Istanbul for Miller

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Miller: Boombox

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Industry Beers and Ciders
Media Direct marketing, Design & Branding
Market Turkey
Agency F/2.8 Photograph Studio
Agency Manajans / J. Walter Thompson Istanbul
Creative Group Head Kaan Tanman
Creative Director Sami Basut, Emine Noyan
Art Director Orkun Yöntem
Copywriter Cemre Tutar, Osman Nadir Aydın
Released June 2011

Credits & Description

Category: ii. Core FMCG
Advertiser: MILLER BREWERY / TURKEY
Product/Service: MILLER GENUINE DRAFT
Agency: MANAJANS/JWT
Agency: F/2.8 PHOTOGRAPH STUDIO
Creative Director: Emine Noyan (Manajans JWT İstanbul)
Creative Group Head: Kaan Tanman (Manajans JWT İstanbul)
Art Director: Orkun Yöntem (Manajans JWT İstanbul)
Copywriter: Cemre Tutar (Manajans JWT İstanbul)
Printing Executive: Metin Kılınç (Manajans JWT İstanbul)
Account Executive: İrem Altuğ (Manajans JWT İstanbul)
Graphic Designer: Sinan Özçelik (Manajans JWT İstanbul)
Copywriter: Osman Nadir Aydın (Manajans JWT İstanbul)
Creative Director: Sami Basut (Manajansjwt İstanbul)
Media placement: Package (Multipack) - Supermarkets And Stores. - July 2011
Describe the brief from the client
Our main objective was to boom sales. Then enhancing Miller’s cool image and its relation with music.
Describe the challenges and key objectives
The biggest challenge was the obligations. No tv, no outdoor no sales promotion are allowed for alcoholic drinks in Turkey. We should keep Miller’s cool image, use music as a key element and increase sales lawfully.
Describe how you arrived at the final design
We decided that we should work on a point of sales material. It was the best way out to overcome obligations. So our formula was a POP material related to music that attracts consumer’s attention and directly drive sales. We went back to basics: The package! We designed a 6-pack package. One side as a casette player and other side as a speaker. This way when you bring three 6-packs side by side; they form a boombox.
Without any verbal message, the idea itself calls consumers to buy three packages instead of one in an original way. Also the design was obviously eye catching in market, based on music theme and enhances Miller’s cool image.
Give some indication of how successful the outcome was in the market
10,000 multi packs were launched. 10,000 additional multi packs were ordered immediately.