Miller to target Europe youths

Miller Beer International has appointed youth marketing group The Shop Europe to develop events in 11 European countries during 2002. Campaigns will be aimed at the trade, consumers and the media.

Miller Beer International has appointed youth marketing group The Shop Europe to develop events in 11 European countries during 2002. Campaigns will be aimed at the trade, consumers and the media. Last month The Shop opened its European office in London. The company already has offices in Australia, Ibiza, USA, Bali and Japan and aims to “develop event strategies” for the youth market. “This is an exciting and unique opportunity to create a new kind of youth marketing that is small enough to be fast, responsive and close to youth culture,” said The Shop Europe director Paul von Bergen. The Shop Europe has been created by merging The Shop International and Chemistry Marketing, which was responsible for the pan-European Durex “Sex-dup” events.

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