BG NYC - BG is a strategically led agency that finds the BIGGER potential in brands.


Putting Kindness in a Can

We needed to create a brand idea that would withstand the shifting sands of the light beer category landscape — to further develop brand relevance with a younger light beer consumer. So, we tapped into the “good natured” Canadian ethos and the rising sentiment of making “nice” the norm in the world, not the exception. This was a fresh new angle for the beer category.