• by Larissa Faw , February 7, 2018

In a first for the beverage company, MillerCoors is using a digital-only strategy to launch its new brand, Two Hats.

Developed with creative agency Mekanism and its in-house social media agency and in-house production company, Epic Signal and Sister, respectively, the "Wait, What?" campaign is aimed at 21-24-year-olds through witty, short clips designed to expand virally, as well as aligning with social media influencers.

"We're building a brand through social and digital," says Kirby Brooks Todd, director of social strategy, Epic Signal. "It represents a real understanding of how media is consumed, and how brands are built today.”

Have a look at some of the work here and here.

The campaign's tagline "Wait, What?" came from an actual focus group session, says Matt Stafford, creative director at Mekanism. "To win over 21-24-year-old beer cynics, MillerCoors created a beer that genuinely tastes good at a really cheap price point. So when we told focus groups they could get a sixer of Two Hats for about $5, some actually shouted 'Wait, What?'”

Sixteen-ounce Two Hats cans in a four- or six-pack are available nationwide.