Mike's Hard Lemonade: Drink on the bright side by The Annex

Agency: The Annex
Date: May 2018
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With summer just weeks away, Mike’s Hard Lemonade is pushing its signature lemony malt beverage in a campaign that riffs off of internet humor.

The campaign is a continuation of the brand’s ‘Drink on the Bright Side’ effort, which launched last year in a bid to appeal to males aged 25-29. The latest iteration of the campaign is once again targeting that demographic with a series of zany videos that feature bizarre scenarios involving Mike’s Hard Lemonade.

One spot shows an office worker making his way to what appears to be a run-of-the-mill work happy hour. After cracking open a bottle of Mike’s Hard Lemonade, he’s greeted with a celebration that involves cake, balloons, a floating taco, and people dressed in cactus and astronaut costumes.

The campaign also includes a few six-second ads, one of which features bottles of Mike’s Hard Lemonade jumping on mini trampolines. The ads were created by The Annex, an ad agency that’s part of the Annex network.

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