The new line
shelves this week
This week 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.
The 120-calorie cocktails, which aim to appeal to consumers who seek bold flavors with less calories than leading flavored malt beverages, come in three flavors: Blackberry Mojito, Margarita and Hard Strawberry Lemonade.
Made with six ingredients, none of which are artificial, Cape Line “offers people something they really want: all the flavor without the compromise,” says Sofia Colucci, vice president of innovations at MillerCoors.
ROOFLINE | CAPE LINE COCKTAILS
Cape Line is slightly sweet and effervescent, and each flavor checks in at 4.5 percent alcohol-by-volume. While the brand appeals to both men and women, it is targeting a group it calls its “tribe” — 25- to 35-year-old women.
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/songwriter, Lizzo—a female power-vocalist who has recently erupted among Millennial audiences.
WHAT IF | CAPE LINE COCKTAILS
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. Watch the :15-second spot directed by Andy Fogwell of LANDIA:
“We think Lizzo’s ‘Juice’ is going to be the song of the summer, and we are making it the Cape Line anthem,” Colucci says. “We all love her, and it’s so rare to have song lyrics match so closely with a brand. It could not be a better fit.”
“By going all-in on media, we’re really reinforcing the fact that this is a big launch for us, and we want to make sure we’re getting as many eyeballs as we possibly can,” Colucci says. “We’re going to be all over TV and all over social media. We know it’s super important to get mass awareness so we can get Cape Line off to a fast start.”
“We’ve seen sales of variety packs explode in this category, and people love options,” Colucci says. Sales of flavored malt beverage variety packs are on fire. They have grown 97 percent over the last 52 weeks, outpacing the category as a whole, per Nielsen all-outlet data through March 9.
“The six-pack variety pack gives people a chance to try all of the flavors.”
The brand is backed by a substantial marketing campaign scheduled to launch April 8. It includes TV, digital, social and out-of-home that introduces the brand and its flavors to consumers and highlights its attributes — high flavor with lower calories.
In addition to broadcast, the brand plans to uniquely target consumers—particularly women ages 25-35—via influencer content, as well as a robust digital and social media campaign inspired by direct-to-consumer startups like ThirdLove, Rothy’s and Summersalt.
Agency: Energy BBDO
Chief Creative Officer: Andrés Ordóñez
Executive Creative Director: Pedro Perez
Executive Creative Director: Josh Gross
Creative Director: Michele Brandel
Creative Director: Erika Hillman
Design Director: Hung Vinh
Senior Designer: Andrea Langley
ACD, Copywriter: Brynna Aylward
Head of Integrated Production: John Pratt
Executive Producer: Jeff Drooger
Producer: Nina Xoomsai
Executive Director of Music: Daniel Kuypers
Music Producer: Nick Maker
Project Manager: Blue Smith
Managing Director: Jeff Adkins
Group Account Director: Tiffany Alexander
Account Director: Lily McNamara
Senior Account Executive: Blaine Mastenbrook
Group Director, Integration Strategy: Leah Gritton
Senior Strategist: Kailtyn Thompson
Production Company: LANDIA, Buenos Aires, Argentina
Director: Andy Fogwill
Executive Producers: Julian Castro/Juan Taylor
Editorial Company: Flare, Chicago
Managing Editor: Casey Cobler
Assistant Editor: Kelly Stone
Senior Post Producer: Jenny McDonald
Visual Effects: Framestore, Chicago
EP: Larissa Berringer Producer: Jamie Hoskins
Creative Director: David Mellor Comp
Sup/Shoot Sup: Martin Lazaro
Flame Artist: Krysten Richardson, Jale Parsons
Nuke Artist: Chris Beers, Jaimie Park
Colorist: Maria Carretero
Color Assist: Clark Griffiths
CG fx: Chris Friesen, Anthony Morrelle, Patrick Manning
After Effects: Ali Biesber, Patrick Coleman
Audio Company: Flare, Chicago
Sound Engineer: Steve Aguilar
Album: Cuz I Love You
Source: Energy BBDO