DRINK RESPONSIBLY…BY DRINKING BEER
Thanksgiving Eve—also known as Blackout Wednesday or Drinksgiving—is one of the biggest bar nights of the year. And when old friends get together, the pressure to drink is real.
So we decided to help millennials take a stealthy break from alcohol—without having to worry about peer pressure from their friends—by encouraging them to drink…beer.
More specifically, O’Doul’s.
We re-skinned the cans to look like a modern craft beer, so no one would notice a thing—or give their friends a hard time for drinking one. Then, we gave it away for free on Thanksgiving Eve.
The activation was so successful, our clients decided to create 3 more limited edition cans, available in major cities and MLB stadiums.
MEDIA COVERAGE
