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Cape Line: What If
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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. 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/songwritier, Lizzo—a female power-vocalist who has recently erupted among Millennial audiences. 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.
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