Introducing the world’s first Snapchat-integrated beer can.

Mobcraft Brewing, known for their unique crowd-sourced beers, came to us with the challenge of making their everyday lager as unique as all their other brews. The result was a co-branded effort between them and Mondo Lucha, a well-known Mexican wrestling show in the Midwest. We aptly named it Mondo Lucha Lager, and then turned our attention to creating a design concept that would be as compelling as the name. The final concept featured six unique, eye-catching designs, each paying tribute to a different Lucha libre wrestler. We then integrated an on-can QR code linked to a Snapchat lens so fans could literally wear their favorite wrestler’s signature mask. It was a world’s first.

We launched the lager at Milwaukee’s Weird Fest and brought out the wrestlers to promote it. Within a week of the launch, Mobcraft had completely sold out and had to brew an unheard-of second run. We turned what would have been a basic lager into a cult classic.