SMITH & FORGE
Soulsight was asked by MillerCoors to help them launch a new cider brand that would resonate with the growing population of Millennial male consumers and overcome the stigmas associated with cider. By delving into the consumer mindset and understanding their barriers to trial, Soulsight was able to invent a brand that encapsulated the aspirational image and style that the Millennial Male consumer was searching for. The brand world provided a reflection of who they aspired to be and gave them permission to whole-heartedly embrace the brand (in their burly arms), making Smith & Forge one of the leaders in the cider category within the first 3 months after its launch and one of the most successful product innovations in MillerCoors history.
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