Mike’s Hard Lemonade is known for inventing the flavored malt beverage category more than 20 years ago. What they’re not known for is making a new hard lemonade seltzer. To successfully introduce this new product into the insanely crowded hard seltzer category, the advertising needed to be simple, to the point, and memorable. So, we enlisted a famous Mike and created a campaign construct that cleverly has everyone saying that the new hard lemonade seltzer was Mike’s.
The campaign included four national TV and digital spots, a new website, social content, OOH placements, and digital audio.
"The gloves are officially off in the hard seltzer marketing fight. Mike’s Hard Lemonade Seltzer is out with a new campaign starring Mike Tyson. The ads, from the brand’s new agency WorkInProgress, play off the fact the aging boxer and new hard seltzer share a name."
