This campaign was pitched to the MillerCoors and was their first choice. Because of politics, the Exec CD’s on the account wanted to talk the client out of this choice and sell them on their second choice. The second idea, which eventually aired, did not perform well. Despite winning over clients and 6 focus groups this campaign was left on the cutting room floor.

MillerCoors wanted to launch its new sparkling cocktail and asked us to market it as a summer drink. They wanted it to look, feel and remind people of the type of nostalgia only summer could bring. We came up with the concept, FREE YOUR SUMMER SELF. Because everyone has a summer version of themselves. The one that eats better, lives better, vacations better and thank God dances better! We wanted CAPELINE’s sparkling cocktail to represent that.