"Mike's Hard Lemonade recently launched its History of Mike’s campaign, featuring epic cinematic ads that explore the backstory of who Mike might have been, and his quest to find the perfect lemons to create the best-tasting hard lemonade."
Mike’s Hard Lemonade invented the flavored malt beverage category, and was introduced with a launch campaign aiming to give manly men permission to drink something other than beer. Over the years, the brand’s reputation softened. For many, Mike’s Hard Lemonade was their first alcoholic drink. For others, a guilty pleasure. Like reading 50 Shades of Grey on a kindle. In other words, it was time to bring badge value back to the brand.
Rather than leverage an earnest founder story like many alcohol brands, in this campaign we see consumers make up what they think the origin of Mike’s might have been. And have it all play out like a new summer blockbuster.
"Mike's Hard Lemonade recently launched its History of Mike’s campaign, featuring epic cinematic ads that explore the backstory of who Mike might have been, and his quest to find the perfect lemons to create the best-tasting hard lemonade."
