Yeah, yeah, yeah. Labels are something you try to avoid. Well, too bad I guess, because Molson Canadian’s refresh of Twin Labels hit store shelves and bars in October 2019, giving the nation a taste of the brand’s “Canadian-dad-trying-to-be-cool” voice.
The original Twin Label program launched in 2005 and saw so much success that Molson tasked the team at Arc to bring it back. The project briefed for a mere 25 labels, but after flexing our one-liner arm, we sold in a total of 60 labels and 30 coasters. Don’t act like you’re not impressed.
Grab a Molson and let the bottles start the banter.
I had the opportunity to serve as the lead copywriter for the project, leading a team of writers in developing a mass collection of bad dad-jokes and sure-to-fail conversation starters that would eventually be printed on a limited-run of all Molson Canadian bottles.
To support the packaging release, I worked with the team to develop a full suite of retail and digital tools, including a pole topper, flex templates, posters, coasters and animated social posts.
