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
ROLE: Creative Director at Geometry Global