With almost 80% of the beer volume being sold in the off premise segment (grocery & convenience stores), brands are focusing on innovate ways to grab the attention of consumers at retail. The following campaign from Red Strip surely breaks tradition of wrapping the coolers with custom signage and putting a stickers on the door window.

In keeping with the brand’s music identity, Red Strip transformed the selection of its beer into a well orchestrated surprised symphony. Unsuspected patrons saw items inside their local corner store turned into musical instruments. Hidden cameras were used to capture the emotions and reactions. Talk about forming memorable experiences for consumers, look no further than the video below.

Also, here is a video about the behind the scenes making of this execution.