That “next hot thing” is hard seltzer. It’s enjoyed explosive category growth and every beer brand is jumping on the bandwagon to launch one.
But MGD would never do that—because it is unapologetically beer. Forever.
Launch a seltzer the only way MGD knows how—into oblivion.
We strapped a variety of hard seltzers to a rocket and promised the public we were sending them off this planet forever. Because a world with fewer seltzers is a world this beer's beer wants to live in.
A social video teed up a live launch across Molson Coors' social channels, which ended in a fiery explosion of seltzer.
Brand awareness lift for activation among 21 to 34-year-olds across Molson Coors portfolio
In earned media
Tuned into livestream
Completion rate for 1-minute video
Positive/neutral social sentiment
Key message penetration