MillerCoors & Energy BBDO sparkle with new drink

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millercoors-energy-bbdo

The new line
of 120-calorie
sparkling cocktails
from MillerCoors,
began hitting
shelves this week

This week MillerCoors introduces a new sparkling cocktail beverage to market called “Cape Line”—a delicious full-flavored beverage that is low in calories and has zero artificial additives.

The 120-calorie cocktails, which aim to appeal to consumers who seek bold flavors with less calories than leading flavored malt beverages, come in three flavors: Blackberry Mojito, Margarita and Hard Strawberry Lemonade.

Made with six ingredients, none of which are artificial, Cape Line “offers people something they really want: all the flavor without the compromise,” says Sofia Colucci, vice president of innovations at MillerCoors.

 
ROOFLINE | CAPE LINE COCKTAILS

 

Cape Line is slightly sweet and effervescent, and each flavor checks in at 4.5 percent alcohol-by-volume. While the brand appeals to both men and women, it is targeting a group it calls its “tribe” — 25- to 35-year-old women.

In order to make a big splash, the brand worked with creative agency partner Energy BBDO to launch a new 360 campaign toting the product’s benefits and inviting consumers to give it a try.

The work is anchored around the idea that with Cape Line you can enjoy 100% of the flavor with 0% compromise, speaking to the beverage’s full-flavor, low calorie count, and natural ingredients. The campaign includes three :15 TV commercials that depict the Cape Line appeal and feature the song “Juice” by emerging singer/songwriter, Lizzo—a female power-vocalist who has recently erupted among Millennial audiences.

 
WHAT IF | CAPE LINE COCKTAILS

 

The launch campaign, “Welcome to Cape Line”, is meant to transport people to the emotional experience of drinking Cape Line – an ideal state where you can have it all without sacrificing a thing. Watch the :15-second spot directed by Andy Fogwell of LANDIA:

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Singer, Lizzo

“We think Lizzo’s ‘Juice’ is going to be the song of the summer, and we are making it the Cape Line anthem,” Colucci says. “We all love her, and it’s so rare to have song lyrics match so closely with a brand. It could not be a better fit.”

“By going all-in on media, we’re really reinforcing the fact that this is a big launch for us, and we want to make sure we’re getting as many eyeballs as we possibly can,” Colucci says. “We’re going to be all over TV and all over social media. We know it’s super important to get mass awareness so we can get Cape Line off to a fast start.”

“We’ve seen sales of variety packs explode in this category, and people love options,” Colucci says. Sales of flavored malt beverage variety packs are on fire. They have grown 97 percent over the last 52 weeks, outpacing the category as a whole, per Nielsen all-outlet data through March 9.

“The six-pack variety pack gives people a chance to try all of the flavors.”

The brand is backed by a substantial marketing campaign scheduled to launch April 8. It includes TV, digital, social and out-of-home that introduces the brand and its flavors to consumers and highlights its attributes — high flavor with lower calories.

In addition to broadcast, the brand plans to uniquely target consumers—particularly women ages 25-35—via influencer content, as well as a robust digital and social media campaign inspired by direct-to-consumer startups like ThirdLove, Rothy’s and Summersalt.

 
Credits
Client: MillerCoors

Agency: Energy BBDO
   Chief Creative Officer: Andrés Ordóñez
   Executive Creative Director: Pedro Perez
   Executive Creative Director: Josh Gross
   Creative Director: Michele Brandel
   Creative Director: Erika Hillman
   Design Director: Hung Vinh
   Senior Designer: Andrea Langley
   ACD, Copywriter: Brynna Aylward
   Head of Integrated Production: John Pratt
   Executive Producer: Jeff Drooger
   Producer: Nina Xoomsai
   Executive Director of Music: Daniel Kuypers
   Music Producer: Nick Maker
   Project Manager: Blue Smith
   Managing Director: Jeff Adkins
   Group Account Director: Tiffany Alexander
   Account Director: Lily McNamara
   Senior Account Executive: Blaine Mastenbrook
   Group Director, Integration Strategy: Leah Gritton
   Senior Strategist: Kailtyn Thompson

Production Company: LANDIA, Buenos Aires, Argentina
   Director: Andy Fogwill
   Executive Producers: Julian Castro/Juan Taylor

Editorial Company: Flare, Chicago
   Managing Editor: Casey Cobler
   Assistant Editor: Kelly Stone
   Senior Post Producer: Jenny McDonald

Visual Effects: Framestore, Chicago
   EP: Larissa Berringer
Producer: Jamie Hoskins
   
Creative Director: David Mellor
Comp
   Sup/Shoot Sup: Martin Lazaro
   
Flame Artist: Krysten Richardson, Jale Parsons
   Nuke Artist: Chris Beers, Jaimie Park

   Colorist: Maria Carretero

   Color Assist: Clark Griffiths

   CG fx: Chris Friesen, Anthony Morrelle, Patrick Manning
   After Effects: Ali Biesber, Patrick Coleman

Audio Company: Flare, Chicago
   Sound Engineer: Steve Aguilar

Music:
   Album: Cuz I Love You
   Vocals/Song: Juice
   Vocals: Lizzo

Source: Energy BBDO

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