Rolling Rock \ 33

The "33" on the back of all Rolling Rock bottles has long been a source of speculation.
We wanted to trade on that fact by creating a campaign that brought Rolling Rock into the conversation without breaking the mystique
between the brand and "33." We did this through outdoor placements and on-premise materials.

Getting “33” further into the culture allowed us to turn an ordinary day into a holiday.
March 3rd - aka 3/3 - is now officially Rolling Rock Day, celebrated annually at bars across the nation. As Rolling Rock's Instagram
feed shows, consumers celebrate this holiday with just the right amount of tongue-in-cheek absurdity.