Two Hats: advert-body-3 by Mekanism
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Brewing giant MillerCoors is introducing a new line of beers to reach those who don’t drink much beer, and with it a new campaign designed to appeal to that demographic.
Two Hats is a new brand of light beers with a hint of all-natural fruit flavor with two options, lime and pineapple, that won’t break the bank. The brand describes it in a release as “a good, cheap option that suits the taste and budget of a new generation of drinkers who aren’t currently big on beer.”
The accompanying campaign, called ‘Wait, What?’ is launching entirely on digital – a first for MillerCoors when launching a new brand – and will flood the internet with memes that they hope will make viewers say, “Two Hats is good, cheap beer. Wait, What?” The simple campaign is certainly meme-ready, featuring quick videos (with six- and 15-second options) that show the beer and a ‘whoa’ face by a very 1970s-looking dude. One has the added element of slo-mo destruction as a bowling ball smashes into a pin-setting of wine bottles, stating “Good cheap beer is coming…Stop your wine-ing,” meant to appeal to the current wine drinker who might just switch to a lighter beer.
Developed by creative agency Mekanism and its in-house social media agency and in-house production company, Epic Signal and Sister, respectively, the campaign is aimed at 21-24-year-olds who don't currently consider beer their beverage of choice.
Credits
Creative Agency: Mekanism
Founder/Executive Creative Director: Tommy Means
Head of Creative/Design: Tom Lyons
Creative Director: Matt Stafford
Jr. Art Director: Mills Adams
CEO/President: Jason Harris
Managing Director, Chicago: Rick Thornhill
Brand Director: Amy Henning
Senior Brand Manager: Kyle Goethals
Head of Production: Kati Haberstock
Sr. Producer: Jessica Murray
Talent & Traffic Mgr: Kourtney Luster
Head of Strategy, East: Adama Sall
Planning Director: AJ Livsey
Social Media Agency: Epic Signal
Managing Director: Hallie Harris
Director of Social Strategy: Kirby Todd
Senior Content Producer: Joey Seagrove
Copywriter: Christina Semak
Junior Art Director: Lauren Abele
Senior Social Strategist: Annettte Marroquin
Influencer Strategist: Liz Micheletti
Production Company: Sister Studios
Director: Spenser Nottage
EP: Sarah DiLeo
Producer: Alun Lee
DP: Spenser Nottage
Production Designer - Max Smith
1st AD: Alex Gilbert
Phantom Tech: Dave Lezynski
1st AC: Sydney Cox
Gaffer: Vanessa Woo
Key Grip: Joe Heath
Production Manager: Emily Barbera
Makeup: Emily Sims
Editorial: Sister Studios
Editor: Josh Blackman
Assistant Editor: Scott Limanek
Post Producer: Katherine Bruens
Color: Ntropic
Colorist: Marshall Plante
Mix: M2
Audio Engineer: Mark Pitchford