Molson

Product Innovation and Brand Launch Concept

About Molson

Zero Alcohol Drink Concept. Molson found that big beer brands are losing popularity with GenZ and wanted new products without alcohol. I built some energy drink concepts targeting gamers but later found another team was pitching that already. Our team needed to change direction and became interested in Zero-proof cocktails instead.

ROLE

Strategist, Designer, Art Director

TIMELINE

2019

LOCATION

Toronto

challenge

How do we bring closeness back in connection for a generation who are isolated by technology? Loneliness can really get you down. Binging is gross. Going out is scary.

Google Trends Analysis: "Kombucha is Trending"

process

The only way to conquer fear is to face it. There's status in self-restraint. Health drinks are trending. Courage does not live in liquid. How might we hang out over hangover-free cocktails?

Outcome

"Courage does not live in liquid" was from the brand manifesto I wrote that was well received. See me talk through the strategy deck -> We created 3 flavors for different moods and got positive feedback from the executive panel. 'Let's bring kombucha to the night. TONA: To our night's ambition.'