Drinking is seen as the perfect scapegoat for rude behavior. But it really only loosens you up. If only there were an example we could look to, perhaps an antithesis to the infamous “Florida Man.” Hamm’s ethereal new mascot, the Minnesota Man, epitomizes this, demonstrating to the world Midwestern Nice is the only way to be with a can in hand.

(Student Work)  

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EXTENSIONS

A Real Nice Launch
Famous folk-hero nice guy Paul Bunyan will launch the new Hamm’s campaign, with every statue of the man in Minnesota holding a larger-than-life can. Hamm’s will additionally promote them on their socials to spread the word among those outside The Gopher State.

Midwestern Values

Printed on the inside of every case of Hamm’s will be instructions for a Midwestern drinking game. The twist? The loser will have to act like the Minnesota Man and do something nice for once, like call their mothers or bake cookies for the group.

Belligerent Police

Mean drinkers need better reminders of their misdeeds. Hamm’s will recruit midwest-nice-guys Bill Murray and Kristen Bell as the first members of the brand’s “Belligerent Police Force.” Posing undercover at local bars, they’ll reprimand those misbehaving. 

After this initial launch, Hamm’s will recruit any nice-guy drinkers who want to do their part in keeping bars and drinking holes a kind and friendly place.

Kindness Pays
Hamm’s will come to Vegas, the most chaotic city in America, to open a bar where cover and drinks can only be paid for in compliments and good deeds.

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