Henry's Hard Soda is only 4.2% ABV, so we targeted Gen X'ers and encouraged them to #LiveHardish. Because having kids and a minivan doesn't mean you can't party. It just means you have to do it a little more semi-responsibly.
Role: Wrote a television spot, did some social, learned how to be a suburban rebel.
Agency: Epic Signal/Mekanism
Creative Director: Todd Feitlin
Jr. Designer: Andreas Aristedes