Two Hats Brand Launch
Beer is at an all-time decline with over 40% of losses occurring among young drinkers. In an effort to cater towards the next generation of beer drinkers, MillerCoors launched Two Hats, a cheap, light beer geared towards new drinkers aged 21-24.
LWe launched Two Hats via a hard-hitting digital influencer campaign supported by owned social content.
The Good, Cheap Beer. Wait, What? campaign lent itself to social memes, ridiculous influencer content and allowed us to make a hard-hitting impression on our target audience at launch
The Two Hats Launch exceeded industry benchmarks and as a result delivered:
Instagram Engagement Rate
Creating Two Hats Content During 2018