Mike's Hard Lemonade | Drink On The Bright Side

Mike’s Hard Lemonade had a problem reaching millennial male consumers. The main issue is that, as it turns out, most younger millennial men have no idea what Mike’s Hard Lemonade is.

In a move to capture the attention of men ages 25 to 29, the brand teamed up with The Annex (out of Havas in Chicago) to deliver a happy and bright new campaign, “Drink on the Bright Side.” The campaign includes a mix of out-of-home, social, digital, TV and print work.

The idea for the campaign came from the client’s insight that anyone who drinks a Mike’s Hard Lemonade probably isn’t sad, but rather very happy.


Studio: The Mill
CG Animation: Josh Van Praag
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