Firstly we started with the line extension naming process. We personified the liquid to match the flavour of the drink. The result is a name that’s memorable, sharp and edgy.
The Dewer - 4 shots Melon Liquor + 2 shots Shandy + Cold Shots Beer
The Meister - 2 shots Red Bull + 2 shots Jagermeister + Cold Shots Beer
The Doctor - 2 shots Amaretto + Cold Shots Beer
The Bomber - 4 shots Cherry Vodka + Cold Shots Beer
Creative Director: Liam Greenlaw
Copywriter: Ella Dalling
I was briefed to do a design exploration for The Dewer first, then apply its convention to The Meister.
Products will be featured on a microsite living in Molson's web page. It will be possible to download a customized app and earn rewards entering codes.
Audience can enter cap codes found on specially marked cans into The Dewer app to start earning points. Users can redeem The Dewer gear and free drinks.