CHICAGO -- Mike's Hard Lemonade Co. has announced the launch of a national marketing campaign, "It's Never Not a Good Time for a Refreshing mike's." On the heels of the brand's debut into the beer and cider categories, mike's is hoping to reinforce its relevance in any drinking occasion, both traditional and nontraditional.
This multi-platform, integrated campaign, created and driven by Grey New York, spans TV, digital and social platforms, staying true to the mike's brand essence and providing ways to engage consumers throughout each channel.
For the second year as the brand's creative agency of record, Grey New York crafted a quirky, thought-provoking campaign aimed at challenging the consumer to consider mike's for any and every occasion, with the tagline "It's Never Not a Good Time for a Refreshing mike's."
Curated by renowned director, Tom Kuntz, the 30- and 15-second TV spots follows mike's protagonist through a series of drinking occasions. Making a career-first appearance in a national ad campaign, Oscar-winning actor Martin Landau suits up as a bowler while Grammy-winning rapper Coolio makes his cameo spinning for a peculiar crowd at a hibachi grill.
Each spot opens in a typical social gathering, and then builds through a series of increasingly improbable scenarios.
Spots are currently airing on cable stations, including TBS, ESPN, ESPN2, ESPN News, Turner Sports, NBC Sports, Fuel, Speed, Fox Soccer, DIRECTV Sports, ESPN Live, Comedy Central, USA and MLB TV. Throughout the course of the campaign, the company will concentrate continuous social media support on Facebook and Twitter.
With new beverage innovations like mike's authentic shandy, a blend of real mike's hard lemonade and crisp golden lager, and mike's hard Smashed Apple Cider, naturally fermented cider made with Washington apples, mike's has officially expanded its product lineup, opening the door to a broadened range of consumer tastes. Additionally, the brand launched mike's hard lemonade frozen this year, taking four top-selling flavors into different packaging to provide a new usage to enjoy the coldest mike's yet.
Consumers will also have the chance to win more than 4,700 prizes, including four grand-prize experiences, through a national on-package promotion.
And mike's "Bear in a Bikini" is back this summer after making her debut during Labor Day 2012, frolicking her way from New York City to Miami in a tiny yellow two-piece. This year, she is taking over Las Vegas with the help of one winner, staying at Planet Hollywood.
Founded in 1999, Chicago-based Mike's Hard Lemonade helped define the $1.7 billion flavored malt beverage category with the introduction of its mike's hard lemonade.
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