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Molson wants to develop products that are relevant to Generation Z. Although this group drinks less alcohol, they experience more stress and depression than other cohorts. But, they are resilient and ready to improve their mental wellness. Spill is a beverage line that speaks to Gen Z and targets key areas of mental wellness, encouraging open and honest interactions.
Design: Devin McGregor
Art Direction: Devin McGregor & David Lopez
Copy Writing: Mercedes De La Zerda