Brewing giant MillerCoors is introducing a new line of beers to reach young adults who don’t drink much beer, and with it a new campaign designed to appeal to that demographic.
Two Hats is a new brand of light beers with a hint of all-natural fruit flavor with two options, lime and pineapple, that won’t break the bank. The brand describes it in a release as “a good, cheap option that suits the taste and budget of a new generation of drinkers who aren’t currently big on beer.”
The accompanying campaign, called ‘Wait, What?’ is launching entirely on digital – a first for MillerCoors when launching a new brand – and will flood the internet with memes that they hope will make viewers say, “Two Hats is good, cheap beer. Wait, What?”
The simple campaign is certainly meme-ready, featuring quick videos (with six- and 15-second options) that show the beer and a ‘whoa’ face by a very 1970s-looking dude. One has the added element of slo-mo destruction as a bowling ball smashes into a pin-setting of wine bottles, stating: “Good cheap beer is coming… Stop your wine-ing,” meant to appeal to the current wine drinker who might just switch to a lighter beer.