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.
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
