Hardly usual

The last of the first beer alternatives

Concept

Refresh your habits

Mike’s Hard Lemonade is a premium malt beverage whose main target is the millennial man. That’s why our strategy was based on the idea of engaging the audience by being irreverent but still clever about it. We knew we’d never get guys to give up their beer but we did think that we could make Mike’s a refreshing alternative to beer and even a great complement to it.

IDEA

Make it Mike’s

Our campaign was funny and bold: TV was the most visible medium, but radio and POP (on and off promise) also worked hard for us. Plus, we spent a good bit of time targeting the all-important distributor with print, promotion and annual events that made them the most rabid Mike’s loyalists.