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Australian womenswear brand Millers has launched a campaign across Australia and New Zealand in a bid to empower women.

'Millers For Everything Life Is' is a multichannel campaign including a TVC series that will see a range of 15-second spots aired every other week from this month until the end of the year.

It follows a study undertaken by the retailer on women aged 40 and over which revealed that 50% of respondents feel 'invisible' when interacting with those other than close friends and family.

Millers head of marketing Evelyn Kipriotis believes the campaign will aim to reposition the demographic to put mature women in the spotlight.

“Millers understands that a woman’s confidence evolves over key periods in their life, along with her work and family associated priorities.

“We know that the 50s are a redefining period for our women, as their roles at home and in society start to shift.”

“The world would not nearly be as loving, generous and smart without these women.

“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.”

As well as the TVC's, Millers' campaign will be supported by above and below the line activations such as point-of-sale advertising and social media content.

It will also build upon the retailer's 'Seeing Me Project' – a digital community and content hub launched last year.

 

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