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Mike's Hard Lemonade

A hard day deserves a hard lemonade

Mike's Hard Lemonade is an American treasure, but one that has lost its hard-core. Over the years, Mike's popularity has declined as the FMB category, which Mike's created, became flooded with competitors. When I received the brief, I was so excited and saw the potential of Mike's Hard Lemonade as the original alternative to beer. A brand that was born from a hard day: a treat that is deserved and enjoyed after working hard.

In this campaign, we wanted to reinvigorate the brand's humor and re-establish Mike's as the ultimate reward for hard-earned thirst. Our approach was to create a full through-the-line 360 campaign, aptly titled "Hard Days Deserve a Hard Lemonade."

The campaign features a series of commercials with Hank and Joel, two characters stationed at a neighborhood convenience store, who decide if customers' hard days merit a refreshing Mike’s Hard Lemonade. For instance, one ad showcases a person in a rabbit mascot suit who has had a rough day being tackled on the sidelines and spilling drinks everywhere. After a humorous assessment, Hank and Joel deem him worthy of a six-pack of Mike's Hard Lemonade, with a playful comment, “Hop to it, bunny boy!”

Other spots include a firefighter comically failing to rescue a cat and a delivery driver chased by a toy dog, highlighting the brand's humorous tone and the ethos that hard work deserves a hard lemonade. This campaign spans multiple platforms, including social media, online video, streaming TV, traditional TV, and out-of-home displays, ensuring that Mike's Hard Lemonade remains top of mind as the quintessential post-hard-day reward.

By celebrating hard work with humor and positioning Mike's as the deserved treat after a tough day, we aim to reclaim its status as the original, refreshing alternative to beer.

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