For Miller Genuine Draft's 2020 Young Ones brief, they wanted a new design & campaign idea that would give MGD a distinct identity. After trying MGD, "low key" was one of the first words that came to mind. It felt a little too full-bodied for a Friday night out, but it seemed like the perfect beer for a Sunday afternoon.
That sparked an idea: what would it look like if MGD established itself as The Sunday Beer?
We created the world's first 7-pack so there would always be a bottle for Sunday.