Mike’s Hard Lemonade: History of Mikes

What do you do with a brand that everybody knows and yet has no history? You invent it. We introduced a series of fake-but-iconic origin stories for Mike’s Hard Lemonade, telling the story of a totally obsessed lemonade maker, Mike. Beyond that, we reframed the brand, elevating it beyond - “that one drink that everyone tried once in college.

Results: Scored in the top 2.4% of all beer and cider ads in 2021

Social Teaser

Campaign Photography

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