Don't Overthink It by Impero

Impero, the creative agency for impatient brands, has created a brand positioning, strategy, visual identity and campaign for the launch of Mike’s Hard Seltzer in the UK.

The lighthearted and playful work includes 2 DOOH and OOH executions, a series of 14 on-line films, in-store activations and social media content, including a number of humorous memes, all emphasising the refreshing nature of the drink.

The work is centred around the ‘Don’t Overthink It’ philosophy, developed for Mike’s Hard Seltzer by Impero; an attitude to worry less and do more, let loose, have fun and never be held back by life’s ever growing nonsense. Targeting 18-35 year olds, ‘Don’t Overthink It’ reflects that Mike’s Hard Seltzer is a no-nonsense alcoholic drink that’s light, refreshing and easy to drink.