An Alcohol “Space Launch” that Didn’t Suck?

I admit it. I rolled my eyes…with gusto.

Another beer brand…launching another seltzer…with another space stunt? Oh, and it’s from the “hot” “disruptive” folks at Mischief ? Spare. Me.

But then…it kind of doesn’t suck. Fine, I like it.

Because it makes you take a second look.

Because Miller Genuine Draft isn’t actually launching a seltzer(at least in the conventional sense).

Because it’s clever and funny what they did here.

Confused yet? Let’s go to the videotape…

Launching a seltzer “into oblivion.” Good.

I dig that the ad also doubled as the announcement of a new client relationship for Mischief.

It also makes brand sense for MGD. I’ve never been a huge fan, but the beer, its voice, its aura….well, this is it. I wouldn’t expect Miller High Life to be doing partnerships with pop stars and fashion influencers, so it makes a plenty of sense that Miller Genuine Draft ISN’T hopping on the seltzer train.

I even like the guy in the video. Nailed it.

So, on second sip, a toast to you, MGD + Mischief. I truly enjoyed your new seltzer launch. I may even tune in later this week to see just where you shoot that trendy, little skinny can of booze-infused bubbly water.