Canned cocktails were reshaping the category, and MillerCoors needed Cape Line to stand out quickly. We launched the brand with a social-first campaign built around bold, pop-driven creative, a music partnership with Lizzo, and a social activation with The Bachelorette.. The work rolled out across TV, social, digital, OOH, and experiential, meeting audiences where they already were and building momentum from day one.

The fully integrated campaign drove over 300 million earned impressions and made Cape Line a top 10 growth brand within its first 14 weeks, quickly establishing it as a category leader.