Molson Canadian’s refresh of Twin Labels gave 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 our team to bring it back almost 15 years later. The project was briefed for creating a mere 12 beer labels, but after flexing our one-liner arm, I led the team in selling in a total of 60 labels (printed on a limited-run of all Molson Canadian bottles) and 30 coasters. To support the packaging release, we also developed a full suite of retail and digital tools, including a pole topper, flex templates, posters, coasters and animated social posts.