Let's connect

ben@benweeks.ca

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Let's connect

ben@benweeks.ca

Email copied!

Let's connect

ben@benweeks.ca

Email copied!

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

"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.'

"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.'

Ben Weeks


Some ideas won’t let go until they’re seen.
Let’s draw them out.

ben@benweeks.ca

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© Ben Weeks 2025, All Rights REserved.
Made with Care for THE Quietly Brilliant.

Ben Weeks


Toronto EST. 2005

tel. 416-845-8696


My best work happens with great designers.
Let’s find what wants to be made.

ben@benweeks.ca

Email copied!

© Ben Weeks 2025, All Rights REserved. Drawn For People Who Notice

Ben Weeks

tel. 416-845-8696


Let’s connect.

ben@benweeks.ca

Email copied!

© Ben Weeks 2025, All Rights REserved
Drawn For People Who Notice