The brewer set up a UK subsidiary, Miller Brands UK, with a £30m marketing warchest two years ago. Initially it invested £4m in its Peroni Nastro Azzurro brand last year, which contributed to sales growth of 28% in the six months to September.
SABMiller has now shifted its focus to Pilsner Urquell, which is being positioned as a drink for the beer connoisseur. It is expected to spend £2m on the brand over the next 18 months, mainly below the line.
Gasoline was hired following a pitch handled by Creative Brief.