THE OBJECTIVE

Position mike’s as the sweeter, more enjoyable alternative to beer for South American soccer fans watching the 2022 FIFA World Cup.

THE INSIGHT

During soccer matches, South American fans feel like they need to drink beer because everyone else is drinking beer. Not because they necessarily like the taste.

THE WORK

A direct-to-consumer extension of the “mike’s In A Beer World” campaign during the 2022 FIFA World Cup.

We partnered with Budweiser to give beer-hesitant soccer fans the opportunity to access Bud’s World Cup ticket giveaway by buying mike’s hard lemonade instead.

THE RESULTS

46% sales volume growth

14.4 more percentage points in market share on Zé Delivery