Three Fold, the new hard seltzer brand by Molson Coors, has launched in the UK with a lively £5m campaign aimed at adults who want to try something different.
Available at retailers including Morrisons, Ocado and Amazon, Three Fold combines sparkling water, fruit flavors and 4% alcohol. It launches in three versions – Red Berries, Tropical and Citrus – and has been created with legal drinking age Gen Zs in mind.
The resulting campaign ‘Flow Your Own Way’ comes from creative agency Havas London and is targeted at people who don’t want to be categorized and who by nature ‘go with the flow’.
It does this through a fast-paced film that celebrates movement and which was choreographed by and stars Sherrie Silver, who is best known for Childish Gambino’s This is America video as well as her work with stars including Lady Gaga, Rihanna, Cardi B and Nicki Minaj.
The film features the track No Unga Bunga by James BKS and is running throughout the summer, supported by video-on-demand, out-of-home and social activations, as well as influencer partnerships via Havas sport, entertainment and culture hub Cake.
It was created by Havas’s Mark Whelan and Mark Black and shot by Bandits Production’s Ady & Matt, whose backgrounds span dance, choreography and music videos and production, through Hungry Man.
Charlotte Revill, Three Fold brand manager at Molson Coors, says: “We wanted to create a new kind of drink, for legal drinking age Gen Zers who don’t like to be defined but flow their own way. This campaign brings that spirit to life beautifully. We’re really excited about this launch – which marks our first own-brand hard seltzer in the UK – and for the summer ahead.”
Mark Whelan, chief creative officer at Havas UK, adds: “This campaign is designed to burst on to the seltzer stage. Popping colors, flying liquids and Sherrie’s choreography have combined to make an unmissable debut for Three Fold.”
You can vote for the campaign in Creative Works by clicking on the box below.