The Brighter Times
For generations, America has been “enjoying” the same ‘ol same ‘ol. Well, guess what? The world looks as sad as ever. That’s when we realized something funny. Sad people don’t drink lemonade. (It’s science, look it up.) So, Mike’s Hard Lemonade launched a campaign that encouraged people to reach for something new and explore the brighter side of life. Across TV, OOH, and hilarious amounts of social, we used Mike’s irreverent vibes to show that any occasion can be brighter with the twist of a cap. Oh, and we even hacked the news and took over a local broadcast, just for laughs.
Mike’s Hard Lemonade Birthday :30
Mike’s Hard Lemonade Wedding :30
Mike’s Hard Lemonade Workiversary :30
OOH POSTERS + SOCIAL + PACKAGING
Mike’s Hard Lemonade is what laughter tastes like. So, we created out-of-home campaigns, paid and organic social, and even packaging that all shared the same taste. Everything we put out into the world was made to make people smile.
THE FRUITS OF OUR LAUGHTER.
Good News!
Studies show that the news has a significant impact on people’s moods. So, we decided to make Mike’s Hard Lemonade the official source of “the best news I’ve heard all day!”
We put smiles on faces by putting out stories online, in the paper, and on a local television station we hijacked with a five-minute media buy. North Platte, NE, you’re welcome.
THERE’S GOOD NEWS!GOOD NEWS! Mike’s Hard Lemonade Good News Teaser
The Brighter Times
Together with The Washington Post, we partnered with @tanksgoodnews to create a free newspaper that contained only grin-inducing stories. The Brighter Times edition was distributed across 11 cities.
4,500+Newspaper Distributed126,000+Campaign Likes On Social3,300,000+Total PR ImpressionsMike’s S(ad) Blocker
Mike’s Hard Lemonade went one step further, taking over the Washington Post website and putting “Happy” back in the headlines. Readers were greeted with feel-good-only stories and responsive ad units tailored to the happy news they read.
