Dragon’s Milk

The collaboration between New Holland Brewing, HASBRO, and Dungeons & Dragons was a creative challenge that demanded precision, imagination, and agility. Managing product updates, packaging approvals, and a 10-day review cycle for every asset required careful coordination, but also opened the door to building a campaign as rich and adventurous as the worlds it celebrated.

Our team led the creative concept, digital design, and full campaign execution. We built a cross-platform strategy inspired by the language and lore of the Dungeons & Dragons universe, guided by real Dungeon Masters and fans to ensure every detail felt authentic. Instead of following the typical influencer route, we partnered with a leading D&D podcast, embedding the brand directly into the content players already loved, creating a seamless, credible connection to the community.

Through bold visuals, immersive storytelling, paid and organic social media, and targeted PR outreach, we brought the collaboration to life across every touchpoint. Each asset honored both brands’ heritage, blending craftsmanship and creativity, and the result was a campaign that sold out instantly, sparked nationwide coverage, and became one of the most talked-about launches in the beverage industry that year.