Celebrating the rejuvenation of our new look Millers brand!

This week we are celebrating the rejuvenation of our new look Millers brand! They have a fresh new style with beautiful logo, feminine colour palate and have launched a new brand campaign ‘Millers & Me Made for each other’ featuring our real Millers customers as the stars of the multi-channel advertising campaigns.

This blog will provide an overview of the rejuvenation and over the next few weeks we are going to share more details behind the Millers & Me and Seeing Me projects.

Brand rejuvenation

In order to truly understand what our customer was thinking and feeling we undertook Australia’s largest survey of women over 40 – and had 4,200 responses:

• 75% didn’t feel defined by their age
• 80% believed they were under represented in popular culture
• 50% felt invisible

 

The new look Millers logo 

Millers Brand Director, Jane McNally explained the ethos behind the new look Millers; “At Millers, everything we do is for the love of our women. Our women are used to putting everyone else’s interests ahead of their own and our customers felt very misrepresented in the media. The way they were being presented was dowdy and frumpy. So we put out a call on Facebook for models to be able to give them something back. We talked to customers and found out about what they really wanted. In response we created the biggest multi-channel brand campaign since our launch. It is a brave step in a way - to use real women.”

Take a look at the new look Millers website: Millers

The new look Millers stores - Bankstown, NSW

Millers & Me

Over the years, the brand has struggled to find mature models through the usual casting agencies. We’ve always wondered why this age group are so under-represented. Particularly when we see so many beautiful women in our stores!

 

New campaign image

Our new campaign is called ‘Millers & Me’ and it’s where we showcase our real customers. We wanted our women to feel proud of who they are, and who they’ve become.

Our women deserve to look and feel amazing, because they are amazing!

Seeing Me

As part of the new Millers & Me campaign featuring ‘our women’, the Seeing Me Project is also being launched.

In society, culture, fashion and advertising the mature woman is under-represented, some might say invisible, and we’d like to change this. 

The Seeing Me Project is a long-term commitment by Millers to celebrate the mature woman. Our mission is to encourage the world to see women the way we do. Our women have raised families and supported them. They’ve given love and life. They’ve given everything. They’re stronger than they realise, wiser than they know and more loved than they could ever imagine. Our women are amazing. And they deserve to be seen and celebrated! Seeing Me Project

Tracey Spicer, respected journalist, presenter & human rights activist has published a great article around The Seeing Me Project and new research on Debrief Daily here - Tracey Spicer on The Seeing Me Project