Over time, Colt 45 had lost its cachet - becoming the un-official inner-city, front porch drink. But, throughout the years, one thing has remained true: when you start the night with a Colt 45, you’ve got quite a story the next day. We needed to reinterpret Colt’s rich heritage for a new, more multi-cultural audience. The Tales of Colt 45 was an interactive world of street-art-style graphic novels that celebrated the pre-partying, post-partying, and intimate encounters unlikely to end in marriage. We partnered with cult graphic novelist Jim Mahfood to create an integrated campaign that included a full-blown graphic novel. Originally written as a chapter in our graphic novel, Secret Stash captures that universal moment of panic when the drinks run low and desperate measures are needed.This tale was brought to life as an animated webisode and placed on thetalesofcolt45.com for people to watch and download. Within a few months, we surpassed traffic expectations by double digit percentages and engaged hundreds of thousands of new ambassadors - each spending 2 ½ minutes+/visit.