Millers Wants Everyday Women to Redefine Their Lives in New Campaign

Millers Wants Everyday Women to Redefine Their Lives in New Campaign
SHARE
THIS


What best describes you?

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

ABC Replaces Lateline With New 10.30pm National News Bulletin
  • Media

ABC Replaces Lateline With New 10.30pm National News Bulletin

The ABC has announced it will replace its axed current affairs program Lateline with a half-hour news bulletin to be hosted by seasoned presenter Jeremy Fernandez. The 30-minute late-night edition news will air Monday-to-Friday Australia-wide from 29 January. Fernandez will also continue to present the NSW 7pm News on Fridays and Saturdays. ABC Director, News Gaven […]

On Air sign in a studio broadcasting via radio, podcast or wireless transmission.
  • Media

ARN Announces Departure Of Content Director & Radio Veteran

Australian Radio Network (ARN) has announced that Charlie Fox, content Director for WSFM and The Edge, and WSFM morning announcer Ron E Sparks, have departed. Fox has been with ARN since 2005, and Sparks joined WSFM in 2002. ARN national content director Duncan Campbell said the departure of Fox and Sparks are part of the […]

OMD Announces New MD For Melbourne
  • Media

OMD Announces New MD For Melbourne

OMD unveils new Melbourne MD, and it certainly wasn't among any of B&T's picks. Not that we were picking, mind you.

Sydney Festival Chooses Brightcove To Enhance Online Video Content
  • Media

Sydney Festival Chooses Brightcove To Enhance Online Video Content

Video cloud service Brightcove has announced that Sydney Festival has selected the platform to improve its user experience through online video content. Brightcove will do so by removing third-party branding and pre-roll ads, as well as adding autoplay functionality, ahead of the event in January. Leveraging the Brightcove video platform to host and publish video […]

Does Your Christmas Marketing Suck?
  • Opinion

Does Your Christmas Marketing Suck?

Remember the old Palmolive soap ad that asked, "Don't wait to be told"? This is sort of similar, albeit sans any suds.

Opinion

by Peter Harris

Peter Harris
Queensland Anti-Porn Crusaders Cop Ad Ban
  • Campaigns

Queensland Anti-Porn Crusaders Cop Ad Ban

We have a strident anti-pornography policy at B&T. Earphones must be worn at all times and strictly no little people.

by B&T Magazine

B&T Magazine
Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful
  • Advertising
  • Campaigns
  • Marketing

Nature’s Way Celebrates Big Things Little People Do In UCG Videos Via Wavemaker & Storyful

Health and wellbeing company Nature’s Way is celebrating the achievements of kids in a series of relatable and entertaining online videos that tug at the heart strings of parents. Instead of using actors to tell the brand story of Nature’s Way’s Kids Smart supplement range, Storyful has helped Wavemaker to license user-generated content clips of […]

DEC PR Wins Hisense Account
  • Marketing

DEC PR Wins Hisense Account

Electronics and whitegoods specialist Hisense has announced it has appointed DEC PR to lead its strategic communications remit in the local market, following a competitive tender process. DEC PR will work to support its brand building activities and managing corporate communications. The agency’s work will integrate closely with Hisense’s other marketing partners. Andre Iannuzzi, marketing […]

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’
  • Advertising
  • Media

QMS Media Expands Presence In Melbourne With New Digital Billboard ‘The G’

Outdoor media company QMS Media has strengthened its digital outdoor presence in Victoria, unveiling an iconic digital billboard in the heart of Melbourne’s famous sporting precinct. The launch of ‘The G’ sees QMS’ landmark digital portfolio ‘bookending’ arguably one of the most iconic and in-demand digital outdoor locations in Australia – Richmond Station Bridge – […]

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante
  • Advertising
  • Campaigns
  • Marketing

HSBC Sydney 7s Creates New Visual Identity For 2018 Via Digilante

As part of the HSBC World Rugby Sevens Series, the Sydney 7s event returns in January complete with a new brand identity, creative strategy and media campaign. With the 2017 Sydney 7s a sell-out event, the challenge for 2018 was to carry that momentum into the third year, defining Sydney’s place as the new ‘go-to’ […]

Bound Round Launches Family Travel Publication for Aussies
  • Media

Bound Round Launches Family Travel Publication for Aussies

Family travel platform Bound Round has announced the launch of its first e-magazine to Australian consumers. Travel Bound is a family-focused, digital quarterly publication available on all Virgin Australia flights through the carrier’s in-flight entertainment system, and is also available for consumer download via the Bound Round website. Bound Round founder and CEO Janeece Keller […]

SBS Unveils New Look, New App For SBS News
  • Media

SBS Unveils New Look, New App For SBS News

Do you like say "I only watch SBS" in an attempt to sound smarter than you are? Well, why not pretend to read this too?

by B&T Magazine

B&T Magazine
Ex-Samsung CMO Joins Amazon Australia As Marketing Director
  • Marketing

Ex-Samsung CMO Joins Amazon Australia As Marketing Director

Amazon Australia has appointed former Samsung Electronics chief marketing officer (CMO) Arno Lenior to lead its marketing division. Lenior worked as Samsung’s CMO for more than three years before departing in 2015. According to his LinkedIn profile, he has also held CEO roles at VR company Virtical and brand consultancy Blue Ocean Brands, and joined […]

by B&T Magazine

B&T Magazine
News Corp Names Its Car Of The Year
  • Marketing

News Corp Names Its Car Of The Year

News announces its annual Car Of The Year and it's not what you'd expect. Well, we certainly didn't expect it anyway.

Aussie Tennis Open & Country Road Announce New Partnership
  • Marketing

Aussie Tennis Open & Country Road Announce New Partnership

The Australian Open has partnered with iconic Australian clothing and lifestyle brand Country Road to supply the uniforms for next year’s tournament. Confirmed today as the official fashion lifestyle Partner of Australian Open 2018, one of Australia’s most loved brands will be worn by thousands of tournament staff at Melbourne Park in January. On-court officials including the chair and […]

Andrew O’Keefe Quits His Weekend Sunrise Duties
  • Media

Andrew O’Keefe Quits His Weekend Sunrise Duties

After 12 years with Weekend Sunrise, Andrew O’Keefe has decided to step away from his hosting and reporting duties. O’Keefe will continue his full-time role as host of Seven’s quiz show The Chase Australia, as well as focus on other projects with the Network. “The ideal job is doing work you love with people you love,” O’Keefe […]

Study: Brand Loyalty Hinges On Customer Support Experiences
  • Marketing

Study: Brand Loyalty Hinges On Customer Support Experiences

Fast and effective support will be a competitive differentiator for companies looking to win over digitally transformed customers and employees, new research has revealed. According to a study by IDC and LogMeIn titled Support Services as a Competitive Differentiator, nearly 67 per cent of consumers said that customer satisfaction was more important than price when […]

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform
  • Advertising
  • Media

OMA Appoints Red Ant Design To Build Industry’s First Automated Proposal Platform

The Outdoor Media Association (OMA) has announced the appointment of Red Ant Design to build the out-oh-home (OOH) industry’s first automated proposal platform (APP). After an extensive global search and industry consultation, the decision to build the system in-house with a local Australian company was made. The APP will be built in an agile process, […]