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By Audrey Kemp, LA Reporter

May 6, 2024 | 2 min read

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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