Saint Archer GOld
2020 Olympics Campaign
Saint Archer Gold is a premium light beer from a San Diego-based brewery founded by skateboarders and surfers. Recently bought by Miller-Coors, Saint Archer Gold was set for a national retail rollout just in time for the 2020 Olympics — where skating, surfing and climbing would be added for the very first time.
Edit: This campaign was produced pre-pandemic and will no longer be rolled out due to the postponement of the 2020 Olympics.
The Idea
In order to create the Ultimate Light Beer, Saint Archer Gold had to break away from brewing traditions and do things their own way. It was created by mavericks for mavericks. That’s why this campaign celebrates the ones who’ve carved out their places in this history of skating, surfing and climbing and made those sports what they are today.
Tactics
To generate excitement, we transformed our analog retail spaces into an interactive digital experience. With help from AR smartphone technology, every can becomes an educational platform for sport facts and trick tutorials. Gold drinkers can also collect tricks from different touch points to win Gold cases and swag.
Retail and Establishment Playbook
