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Creative

Mike’s Hard Lemonade Hunts for the Ultimate Lemons in Latest Spots

Campaign from WorkInProgress features new spots brought to life in cinema, TV and digital; brand also launches new limited time only flavour

Mike’s Hard Lemonade Hunts for the Ultimate Lemons in Latest Spots

Mike’s Hard Lemonade recently launched its History of Mike’s campaign, featuring epic cinematic ads that explore the backstory of who Mike might have been, and his quest to find the perfect lemons to create the best-tasting hard lemonade. More than two decades after creating the hard lemonade category, Mike’s Hard lemonade is still number one. The category leader is also releasing a limited time only seasonal flavour, Mike’s Hard Lemonade Pineapple, in stores now nationwide through August.

The campaign, created by WorkInProgress, who won AOR duties early this year, brings to life the brand’s decades-long lemonade expertise through cinema, TV, digital and more. Premiering end of May and running through the summer, consumers will follow Mike on his quest to find the perfect lemons, either trekking through the jungle to find the rarest lemon tree in the world or robbing a train that is carrying the most precious cargo, lemons, to create this revolutionary beverage.

“Consumers remain curious about Mike and who he might be,” said John Shea, chief marketing officer, Mike’s Hard Lemonade. “These spots will keep consumers guessing as these origin stories show our obsession with making the best-tasting, number one hard lemonade for more than two decades.”

Mike’s Hard Lemonade is investing significantly in a national media buy that includes TV commercials during Major League Baseball and NASCAR, as well as in-theater advertising, digital and social ad units on high profile platforms. 

“We think these ads will spark the curiosity our fans already have about the origin of the brand and who the original “Mike” is,” said Matt Talbot, chief creative officer, WorkInProgress. “We hope people make up their own origin stories while enjoying a Mike’s Hard Lemonade with friends.”

As Mike discovers the perfect lemons during the cinematic journey, both ad spots fast forward to the present, acknowledging “if it wasn’t for that, we wouldn’t have this,” as friends cheers with their Mike’s Hard Lemonade.


Featured Companies: The Den Editorial , Bullitt , Framestore - LA

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Client

CLIENT: MIKE'S HARD LEMONADE

CHIEF MARKETING OFFICER: John Shea

VP OF BRAND MARKETING: Chris Tutor

BRAND MANAGER: Liz Abello

AGENCY

AGENCY: WorkInProgress

PARTNER_CCO: Matt Talbot

CREATIVE DIRECTOR_CW: Stephen Dalton

CREATIVE DIRECTOR_AD: Lauren Perlow

SENIOR ART DIRECTOR: Celeste McKeon

SENIOR COPYWRITER: Andrew Bridgers

PARTNER_PRODUCTION: Stafford Bosak

DIRECTOR_VIDEO PRODUCTION: Molly Schaaf

SENIOR PRODUCER: Amy Mainero

PARTNER_ACCOUNT & STRATEGY: Evan Russack

PARTNER_ACCOUNT & STRATEGY: Alex Guerri

DIRECTOR_ACCOUNT & STRATEGY: Jill Rohde

SUPERVISOR_ACCOUNT & STRATEGY: Morgan Collins

MANAGER_ACCOUNT & STRATEGY: Jerry Valencia

PARTNER_TECHNOLOGY: Harold Jones

PRODUCTION

PRODUCTION COMPANY: Bullitt

DIRECTOR: Anthony Leonardi III

DIRECTOR OF PHOTOGRAPHY: Ben Kitchens

PRESIDENT/EXECUTIVE PRODUCER: Luke Ricci

EXECUTIVE PRODUCER/HEAD OF PRODUCTION: Jenni Sprunger

LINE PRODUCER: Nathaniel Greene

EDITORIAL

EDITORIAL COMPANY: The Den

EDITOR/PARTNER: Christjan Jordan

ASSISTANT EDITOR: Pieter Viljoen

SENIOR PRODUCER: Pamela Cohen

EXECUTIVE PRODUCERS/PARTNERS: Mary Ellen Duggan/ Ryan Curtis

COLOR, VFX & FINISHING

VFX & FINISHING COMPANY: Framestore LA

CREATIVE DIRECTOR: Alex Thomas

COLOR: Beau Leon

EXECUTIVE PRODUCER: Pete King

SENIOR COLOR & VFX PRODUCER: Andrew McLintock

PRODUCTION COORDINATOR: Christian Williams

FLAME LEAD: Sarah Marikar

FLAME ARTIST: Carlos Adarraga Gomez

COMPOSITING LEAD: Alejandro Villabon

MUSIC & SOUND DESIGN

SOUND DESIGN & MUSIC: RNDM ORDR

SOUND DESIGNER: Bill Chesley (Henry Boy)

COMPOSER: Robert Miller

EXECUTIVE PRODUCER: Rani Zarina Vaz

SOUND DESIGN EXECUTIVE PRODUCER: Kate Gibson (Henry Boy)

AUDIO

MIX HOUSE: Coupe Studios

AUDIO ENGINEER & SOUND DESIGNER: Greg McRae

PARTNER/AUDIO EXECUTIVE PRODUCERS: Aaron Lasko & Eric Singer

Category: Alcoholic Beverages , Alcopops