Design: Dozen Agency
Project Type: Produced
Product Launch Location: Europe
Packaging Contents: Beer
Packaging Substrate / Materials: Glass bottle, Paper
HARD IN THE ’HOOD
We love our job because it always makes us wonder! This time, we went rambling around the bedroom districts. We enjoyed the romance of backstreets, the graffitied walls of houses, and night adventures.
We know who knows oats in beer. The First Private Brewery. This time, they came up with an idea for a new drink. A drink like beer or even cooler… The joint effort produced hard lemonade. In short, hard lemon and hard citrus. A drink for the hard guys, strong in spirit, the city’s offspring.
The lingo of the backstreets became the outdoor campaign’s lingo. We made it plain, blunt, and true. These guys can’t be tricked into buying a gold brick. They like it straight, they appreciate it. And we appreciate them.