Launching Cape Line by MillerCoors

Canned cocktails were reshaping the category, and MillerCoors needed Cape Line to stand out quickly.

We launched the brand with a social-first campaign built around bold, pop-driven creative and a music partnership with Lizzo, rolling out across TV, digital, influencer, and experiential.

300 million earned impressions.

Top 10 growth brand within 14 weeks.

  • A launch built to meet audiences where they already were.

    The campaign drove early momentum and established the brand as a category leader.

An integrated campaign across social, broadcast, and real-world moments.

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Broadcast & Video

OOH & Experiential

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Merch & Brand Moments

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Top 10 growth brand and the leading new launch within its first few months.

Nearly 300 million earned impressions and strong retail performance.

The Results

One of the most successful new product launches in the MillerCoors portfolio.

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