All copywriting
Print + OOH

Milwaukee’s Best
Dark History. Light Beer.

A little dark humor never hurt anyone.

Milwaukee’s Best isn’t a premium beer. We know this. But it is reliably no-fuss and no-frills, and for that, it deserves to be noticed.

After some digging, I discovered the history of Milwaukee’s Best had a few jagged edges. So with some historical unearthing and a healthy dose of creative autonomy, Dark History, Light Beer was born.

Brand

Milwaukee’s Best

Format

Print + OOH

My role

Copywriter

Milwaukee’s Best magazine spread: When our brewery burned down, 100 people died. Fortunately, our beer was fine.

The ads

Milwaukee’s Best ad: When our brewery burned down, 100 people died. Fortunately, our beer was fine. Milwaukee’s Best bus shelter ad: When the cholera epidemic of 1854 swept through Milwaukee, everyone said our beer was dead. Nope, just our two owners. Milwaukee’s Best ad: It all started with a big hill and some dead horses. Maybe we’re paraphrasing a bit.

Read them
up close

Every ad tells the full story. Pick one, then click anywhere on the ad to zoom in on that spot. Drag to move around, and click again to zoom out.

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When zoomed in, use the arrow keys to move around the ad.

Next project

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