Q Mixers Chief Happy Hour Officer
To help Q Mixers own the 5 o’clock cocktail, we created a new title for their leadership team, Chief Happy Hour Officer.
Art Direction • Brand Campaign
the challenge:
Break through the over-populated mixer aisle with a comedic campaign featuring a native brand fan, Joel McHale.
the idea:
The Chief Happy Hour Officer or CHO will act as an employee at Q Mixers, crafting signature cocktails, passing out happy hour guides and in general being the life of the party. To launch our CHO we created a series of OLV spots featuring Joel McHale in the style of cheesy cooking shows, complete with a laugh track. To accompany the spots we also created the first ever Happy Hour Guide which was sent to NYC companies with notoriously bland culture to help inspire some actually fun happy hours.
