THE OBJECTIVE
Position mike’s Hard Lemonade as a sweeter, more enjoyable alternative to beer in South America
THE INSIGHT
Sometimes, people drink beer to fit in. Not because they like the taste.
THE WORK
We partnered with beer brands and shot mike’s ads within beer ads, offering people a sweeter, more enjoyable alternative to beer. We went everywhere beer went, across film, events, social ads, out-of-home, e-commerce, point-of-sale, and radio
THE RESULTS
1625% sales growth in Colombia
192% sales growth in Brazil
93% sales growth incremental to beer sales in Brazil and Colombia
$4:$1 return on marketing investment
Cannes Silver Lion - Excellence in Insights and Strategy