To get people talking about Alpine Lager releasing a beer in a camouflaged can, we made camouflaged ads. On first glance, these may look like everyday ads for BBQs and razors, but when you look a bit further you realize that they’re actually beer ads camouflaged as ads for other products, allowing the copy to reveal the real product.

Every year between September to November, Alpine Lager releases their limited edition camouflaged cans to celebrate the return of hunting season. During November of 2016, we ran a series of print ads in regional newspapers.

Alpine Camo sold out their full inventory of 90,000 cans.