Now America's #1 Hard Soda, MillerCoors engaged Soulsight to launch a new hard soda brand that would resonate with a group that is often overlooked in the alcohol industry – Gen X suburbanites.
The initial inspiration for the brand identity was found in Henry Weinhard, a passionate brewer who believed in making the most out of life. The creation of the “Double Thumbs Up” icon celebrates his playful spirit and the timeless simplicity of the brand. The overarching visual language looked to balance this crafted and light-hearted identity with the vibrancy and flavor of the product.
Henry’s has proven to be a refreshing change of pace that transports Gen X’ers to a simpler time.
“We see huge consumer appeal that will allow this to be a strong national play out of the gates."
— Bryan Ferschinger, MillerCoors' Director of Innovation (via Ad Age)