Exhausted employees earn their sips of Mike’s Hard Lemonade on brand’s 25th anniversary
What do a sports mascot, a messenger and a firefighter all have in common? Their ‘Hard Days Deserve A Hard Lemonade,’ according to the brand’s new campaign.
Mike’s Hard Lemonade, a spiked fruit juice brand and vanguard of the flavored malt beverage (FMB) category, is ringing in its 25th anniversary today with a hilarious ad campaign.
Created in partnership with the ad agency VCCP, the creative seeks to remind the nation that ‘Hard Days Deserve A Hard Lemonade,’ as its title suggests, via three 30-second spots: ‘Mascot,’ ‘Delivery’ and ‘Firefighter.’
Each of the commercials follows a similar scenario: a tired worker walks into a liquor store, where two men question whether or not their day was “hard enough” to warrant the purchase of a six pack of Mike’s Hard Lemonade.
In ‘Delivery,’ for example, the two men working the liquor store ask about a delivery man’s arduous day, during which he was viciously chased down by what appears to be a toy border collie.
Next, we have ‘Firefighter,’ which sees our two prudent protagonists ask a fatigued fireman about his “hard” day, which involved rescuing a cat from a burning building and enduring a fall from several stories high.
Campaign assets will run across multiple channels, including social, online video, streaming TV, linear TV and out-of-home.
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