Drink on the Bright Side

When most people think hard lemonade, they think mike’s. But not necessarily millennial males. To change their perception, we flooded the marketplace with a 360° campaign that hammered home on a simple idea: sad people don’t drink mike’s. But we didn’t just show happy guys hanging at a backyard barbeque; we embodied the feeling of happiness, launching with TV and digital spots that take cues from lo-fi production techniques, early internet culture and a comedic style unique to our target. In supporting the launch, we took a cross channel approach, epitomizing the bright side on social, digital display, web, retail, radio, PR and out of home.

The result? An increase in awareness and sales in an otherwise declining category, and a well rounded campaign that – from client to consumer – has everyone smiling.

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