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Nicholas Braun and Miller64 Invite You to Try a 'Dry-Ish January'

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Campaign from DDB Chicago sees the actor dubbing the brand as a lighter, beer-ish kind of beer

Nicholas Braun and Miller64 Invite You to Try a 'Dry-Ish January'

Today Miller64 launches a new campaign introducing its Dry-ish January, a movement focused on enjoying a lighter beer-ish kind of beer this new year. Miller64 is a lighter beer-ish kind of beer with only 64 calories and 2.8% ABV.

To bring the campaign to life, Miller64 partnered with actor Nicholas Braun and DDB Chicago.

“Dry-ish January is a month long phenomenon that allows you to put your own spin on the Dry January movement, but in a way that’s not as extreme,” said Anup Shah, vice president, Miller Family of Brands. “The new campaign aims to inspire consumers to enjoy life’s happy medium moments. Because why go completely dry when you could go Dry-ish?”

The popularity of going dry, or reducing alcohol intake, in January is on the rise. According to a recent survey commissioned by Miller64 and fielded by Kelton, over 20 million Millennials have set a goal to not drink alcohol during the month of January in new years’ past.

And yet, if resolutions of the past are any indication, millions of Millennials won’t be successful in carrying out going dry in January. The survey showed that nearly one-third of Millennials who resolved to not drink alcohol throughout January were not successful in accomplishing their goal. On average, it took just seven days, or one week, for them to fall back on their resolution.

In addition to new creative spots, which will run as 30 and 15-seconds starting at the end December and throughout January on social media, Miller64 is offering a rebate program to help consumers go Dry-ish. Just text MILLER64 to 73255 and you could receive cash back on your purchase of a 24-pack Miller64 to kick start your new year.

The brand will also be partnering with influencers to join the movement with a Dry-ish January starter kit, including a 31-day motivational calendar with inspirational-ish quotes like “Don’t go big. Don’t go home either.”

“Miller64 is a beer that’s been around since 2008, but with this new campaign, we’re bringing it into a relevant conversation for younger Millennial drinkers,” said Shah. “We know these drinkers are seeking lighter beverage options, but still want to enjoy beer. As an extra light beer, Miller64 lets them do just that.”

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Client: Miller Lite

CMO: Michelle St. Jacques

Vice President – Miller Family of Brands Portfolio: Anup Shah

Senior Marketing Director: Courtney Benedict

Marketing Manager: Nigel Jones


Creative Agency: DDB Chicago

Chief Creative Officer, DDB Global: Ari Weiss

Chief Production Officer, DDB Chicago: Diane Jackson

Chief Strategy Officer, DDB North America: Eric Zuncic

SVP, Group Creative Director: Myra Nussbaum

Creative Director: Alejandro Juli

Creative Director: Pat Hanna

Associate Creative Director: Paul Carpenter

Associate Creative Director: Guiga Cunha

Copywriter: Katie Samuelson

Art Director: Drew Butler

Executive Producer: Keith Jamerson

Senior Producer: Annie Larimer

Production Manager: Jillian English

Production Manager: Linda Bres

Talent Manager: Chris Quinn

SVP, Group Account Director: Kiska Howell

Account Director: Zac Cyran

Social & Digital Director: Mike Norgard

VP, Strategy Director: Matt Babazadeh

Project Manager: Jen Polan


Production Company: Gifted Youth

Director: Daniel Gray Longino

Executive Producer: Josh Morse

Head of Production: Casey Wooden

Producer: Eric Escott


Editorial: Cutters

Executive Producer: Heather Richardson

Head of Production: Patrick Casey

Senior Editor: Grant Gustafson

Assistant Editor: Jake Swartz


Finishing: Flavor TV

Executive Producer: Neal Cohen

Producer: Kate Smith

Finishing Artist/Colorist: Chris Elliot

VFX/Finishing Assistant: Elliot Laubach


Audio: Studio 225

Senior Sound Designer: Nicholas Papaleo

Studio Producer: Cameron Aper


PR Agency: IFC Next


Media Agency: Connect

Genres: Comedy

Categories: Beers, Alcoholic Beverages

DDB North America, Fri, 03 Jan 2020 17:41:20 GMT