Mike's Hard Lemonade: Mikehacks

Campaign Summary

This campaign set out to re-establish the brand revelancy. A long-time category leader and favorite, Mike's Hard Lemonade's popularity had fallen off and was failing to attract millennial drinkersover the course of the prior two years. The brand was facing stiff competition as well. To establish a stronger connection with this audience, it created the digitally-led "mike hacking" program, which was based around the popular trend of lifehacking. Across the board, digital engagement metrics beat client expectations. Though it had a minimal digital presence before 2014, the brand achieved increased traffic and higher-than-industry-standard responses, a clear indication of the program's success.

Background

Mike's had been the leader in the Flavored Malt Beverage (FMB) category since it entered the U.S. market in 1999. However, the category had more recently seen increased competition from new, flavor-focused entrants such as big beer (Redd's, Lime-a-Rita), craft brands (local brewers, ciders), and spirits. To further complicate things, Mike's positioning as an "unconventional and quirky" option was not connecting with the important millennial drinker. So after years of trying to stand out, Mike's needed to find a way to fit in.

Strategy