Adulting is hard. It’s also a bit boring, what with all the chores and not going out and parenting. It was exactly this gotta-be responsible crowd that low-alcohol New Standard Beer was looking to appeal to at its launch. To build brand awareness and create enough demand for the beer to be distributed in LCBO and Beer stores in Ontario, New Standard created a mass media campaign that was distributed by mail. How? The direct mail piece was actually a branded yard waste bag. When homeowners brought their bags to the curb after a day of yard work, the bags became mini streetside billboards that touted New Standard as the “official beer of adulting.” It generated enough demand that New Standard landed in 125 stores within two weeks.