Alpacalypse Craft Beer

Molson Coors wanted to put Alpacalypse on the social map, building awareness through a mix of paid and earned media.

So we brought Al, the light-hearted craft beer guru and face of Alpacalypse, to life. Through a series of social-first content ideas, we gave Al his own personality, voice and world – creating entertaining, distinctive content designed to get the brand noticed, shared and talked about.

And it worked. The campaign generated over 5.2 million views, putting both Al and Alpacalypse firmly on the social map.