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.
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.