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. The Tales provided involving content people sought after such encounters and encouraged them to share their stories to help shape the campaign.

We partnered with cult graphic novelist Jim Mahfood to create an integrated campaign that included a full-blown graphic novel, wild postings, outdoor, print, a participatory website with multiple webisodes, unique POS and wall murals. Each execution was illustrated in black and white on a brown bag background to capture the true simplicity and appreciation for the brown paper bag so well known to the Malt beverage category, in particular Colt 45.We involved our target by partnering with Vice magazine to create a cross-country party tour and gather people’s stories to be published in a series of limited edition fanzines.