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Mixxtail Global Launch

AB-Inbev's beyond beer team was looking to launch a series of 750ml cocktail inspired RTDs across the globe. After successfully winning the pitch, the work began on shaping an experiential and shopper identity for the off-the-shelf mojitos that would bring the best of going out to our consumer's nights in. Anchored by the welcoming phrase of "Drinks are in the kitchen," we created the multi-tiered Mixxtail Place program that celebrated and elevated nights in with friends. The activation strategy included proprietary "house party" events that created a heightened world of co-living spaces populated with cocktail inspired roommates, to sponsorship opportunities that brought tiny-home photo engagements to festivals, to kitchen island sampling stations which immersed consumers in the ritual of the garnishing their drink. Over 300 pages of activation strategy

Project Roles
Creative Director
Company
ABInBev
Skills
Creative Direction, Creative Strategy, Experiential
Media
Brand Guidelines, Brand Identity, Events
Project Industries
Beer
Mixxtail Global Launch
Mixxtail Global Launch
Mixxtail Global Launch
Mixxtail Global Launch
Mixxtail Global Launch
Mixxtail Global Launch
Mixxtail Global Launch
Mixxtail Global Launch