Upside Town

The Launch Campaign of Miller Beer in Italy

UPSIDETOWN is a year-long campaign for American beer brewing company Miller Beer that was entering the Italian market after the acquisition of Peroni, Italy’s biggest beer company.


UPSIDETOWN presented the ideal place of The Miller Way, a unique lifestyle for unique people. Pop-up cultural events were held all around the country, surprising people in unexpected public spaces. This provided audiences with an unforgettable brand experience which increased Miller Beer’s brand equity and forged hundred thousands contacts.