Nothing to Hide

What We Did

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.

Why We Did It

Miller Genuine Draft was an import beer in Canada vying for the attention of young adults. So, while other brands were speaking to sociability or playing up their brewing credentials, we focused on the drinker in a way that strongly linked them to the MGD brand in a way that few other beer companies could imitate.

What's Happened

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.