Millers Wants Everyday Women to Redefine Their Lives in New Campaign

Millers Wants Everyday Women to Redefine Their Lives in New Campaign

Iconic fashion brand Millers has released a new Spring/Summer campaign, aimed at empowering women across Australia and New Zealand to combat feelings of invisibility and redefine their purpose in life.

Designed with everyday women in mind, the latest multichannel campaign is an extension of Millers’ brand rejuvenation strategy launched late last year, which reflects the company’s ongoing mission to ensure its customers feel valued and recognised.

Anchored by an inspiring TVC series, the new ‘Millers For Everything Life Is’ campaign will see different 15-second spots aired every other week from now to the end of the year.

Look 53_ 51_white Look 53_ 13_white Look 48_ 68_white Look 40_ 84_white

Showcasing the brand’s latest Summer collection, the TVCs feature real stories to prove that everyone has a unique narrative to tell, as well as the power to redefine their purpose in life to feel vital, valuable and fabulous.

“Millers understands that a woman’s confidence evolves over key periods in their life, along with her work and family associated priorities,” said Evelyn Kipriotis, Head of Marketing for the brand. “We know that the 50s are a redefining period for our women, as their roles at home and in society start to shift.”

The direction of the campaign was determined following extensive industry reports pointing to the rise of the ‘invisible women’s syndrome’, and how it affects women between the ages of 45 and 59. This was further supported by Millers’ 40+ Woman Study*, which revealed that half of respondents feel ‘invisible’ when interacting outside their inner circle of immediate family and friends.

“Having experienced the ups and downs of relationships, and placing everyone else’s interest ahead of their own, this should be the time of life when a woman is feeling her best and enjoying the fruits of her labour. Yet, many women feel invisible when they step out of the door, which prevents them from embracing this exciting new stage in life and achieving their full potential,” explained Kipriotis.

‘Millers For Everything Life Is’ reflects the brand’s continued efforts and commitment to celebrating the value and contribution women have made to their families and communities.

Led end-to-end by IKON Communications, the latest campaign is supported by prominent above- and below-the-line activations, including point-of-sale advertising and high-impact social media content. It also elevates Millers’ Seeing Me Project, a digital community and content hub launched last year with the objective of celebrating women of all ages.

The platform features a casting call section where everyday women can apply to be a Millers model, compelling research into hot topics for women over 40, as well as style advice and behind the scenes footage from photo shoots. Since its launch last year, Seeing Me has already experienced tremendous response from the Millers community and continues to see sustained growth in traffic.

“The world would not nearly be as loving, generous and smart without these women,” said Kipriotis. “At Millers, everything we do is for our women and we pride ourselves on helping them look and feel their best at all times.

“Millers is proud to be a pioneer in empowering mature women to redefine their purpose for themselves, and we are committed to making sure the world recognises, sees and hears them as they deserve,” she added.

Along with this latest multichannel marketing push, Millers is continually refreshing its style to reflect what women want. The brand’s latest Summer collection was designed specifically with Millers’ women in mind, and features a broad range of looks from casual outfits to occasion wear. Headlining this season’s style is a beautiful smart collection of lace dresses and off-the-shoulder pieces.




Please login with linkedin to comment

Latest News

Veridooh Snatches Prashand Menon From ScentreGroup
  • Advertising

Veridooh Snatches Prashand Menon From ScentreGroup

Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]

Kat & Co Transforms Into THE WORLD OF Experiential Agency
  • Advertising

Kat & Co Transforms Into THE WORLD OF Experiential Agency

After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]

SMG Studio Launches Risk: Global Domination X Dune Part Two
  • Campaigns

SMG Studio Launches Risk: Global Domination X Dune Part Two

Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
  • Marketing

QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market

Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]

MKTG Launches PR & Talent Division Realigning Business Structure
  • Marketing

MKTG Launches PR & Talent Division Realigning Business Structure

Dentsu‘s MKTG Sports and Entertainment has unveiled a significant evolution, including the launch of a specialised PR and Talent Marketing division, investment in expanding its Creative Services group, and a centralised approach to brand and rights holder servicing with increased production capabilities and a strengthened in-stadium sports presentation team. Lead Image: MKTG CD Ross Allen; […]