Hard seltzers were redefining the adult beverage category, and MillerCoors needed a launch that would stand out. We debuted Cape Line across social and digital channels, amplified by music-driven, bright visuals and strategic PR partnerships, including an activation with The Bachelorette. The launch was further supported by online and TVC films, OOH, and distributor merch. This fully integrated campaign helped MillerCoors exceed projected sales goals and quickly positioned Cape Line as a category leader.