Non-alcoholic beer tends to look like a cheap knockoff of its boozy brethren. Take O’Doul’s, Anheuser-Busch’s no alcohol beer that has sported a pseudo Irish lager label that looks as old as the its 28 years of existence.
No surprise here, but O’Douls was having trouble with millennials, which is what led to its ingenious marking stunt. To attract a younger crowd, the company switched up its branding for one night only, swapping the green label for a bright geometric pattern designed by Mr. Kiji. Let’s just say it was an improvement.
The new branding was unfortunately temporary—the beer is back to its standard label roots—but we’re still holding out hope that they might someday make Mr. Kiji’s refresh more permanent.