ECHO
Molson Coors Pitch
1st Place Winner
Miami Ad School Toronto
Team ECHO
Molson Coors came with a brief expressing that they’ve lost relevance with Gen Z and they want a new product and campaign to close that gap. ECHO is a product concept my group and I developed and won first place at Miami Ad School Toronto. We designed a dissolvable tablet utilizing waste from beer - spent yeast - that’s full of vitamins, minerals and amino acids.
TAP THE TAB Campaign
ECHO would take over gyms, university campuses and coffee shops. In each location, product dispensers would be installed next to refillable water stations with a call-to-action to ‘Tap the Tab’. This will prompt the dispenser to drop an ECHO tab into their refillable water bottle and trigger a YouTube video to start playing on their phone explaining the product. By the time the video is done, their tablet should be completely dissolved and ready to enjoy!
SNAP TO UNLOCK - AR
In addition to the dispensers, we planned for brand awareness posters to be plastered around targeted locations. These posters would prompt viewers to ‘Snap to Unlock’ - which will unlock an augmented reality experience to educate about ECHO.
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