“We partnered with Battery to develop a campaign to differentiate Mike’s HARDER from Mike’s Hard in the increasingly-competitive Flavored Malt Beverage category.”
“Their consumer minded insights set the foundation for a truly breakthrough campaign. Once the platform was locked, we developed a 360 campaign to help relaunch the brand. What’s Out There Starts Here is an enduring brand platform we’ll use for years to come.”
— Justin Kelly
Senior Brand Manager, Mike’s Hard Lemonade
Our new campaign for Mike’s HARDER Lemonade takes the brand in a bold and daring direction. Targeting millennial males, the work speaks to the unlimited experiences made possible by the brand. HARDER is literally the fuel for what’s next. The brand that started the Flavored Malt Beverage category continues to lead it with its latest fast-growing product: Mike’s HARDER.
For our targets, every Friday night is a chance to reset, to own the night. Past conquests and failures don’t matter. The only thing that matters is tonight and tonight can go anywhere without end. Mike’s HARDER fuels what’s next and next and next.
The campaign is based on the tagline: What’s Out There Starts Here. The work leverages hints of danger and an infectious energy to position Mike’s HARDER as the definitive drink of the night and its endless possibilities.