TWO HATS INNOVATION
LAUNCHING A GOOD CHEAP BEER
MillerCoors engaged Soulsight to launch a new beer brand that would appeal the newest and youngest generation of alcohol consumers, who also happen to not drink beer. Unlike their ideological Millennial counterparts, these 21-24-year-old Gen Z’ers are cost-conscious realists seeking out brands that resonate with their penchant for personal expression and individuality. They also happen to perceive beer to be cheap, bitter and uninspiring.
Enter Two Hats: a new, crisp, light beer with a hint of natural fruit flavor that is not only approachable and high-quality, but also priced on par with other economy beers. The packaging design, boasting a traditional playing card motif, helps to support the dynamic duality of this product: Light, but flavorful. Traditional, but new. Beer, but fruity fresh. Responsible, but fun. And, last but not least, good, but cheap.
The playing card is both a metaphor for the social interaction and engagement that fuels these consumers lives, and an enforcer of creative expression with the use of the intricate, considered, and illustrative design elements. A simple flip of the can, when tipped up to consume, showcases the duality and complexity of our character. We all have to wear two hats from time to time.
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