SITUATION
MillerCoors needed to get into the hard soda game to compete with Not My Father’s Root beer and the like. Unlike the other hard soda’s MillerCoors was already on-premise at majority of bars.
SOLUTION
Turns out, Henry’s Hard Soda was sweet AF, and thought of more like a treat. So we made it exactly that; a dessert. Root beer floats orange creamsicles. All the yummy stuff that the Gen X target remembered from childhood, but now with booze. Also, it was just “hard-ish” because these Xers (hey, I’m one, so I can say this) now have their own kids to chase and need their wits about them. We used super yummy photography in menu cards, table tops, video ads, digital ads, and social media inviting folks to “Dessert Hard-ish”.