Dive Brief:
- Mike’s Hard Lemonade is trying to broaden its Gen Z appeal with a new creative platform anchored around animated mascots, according to a press release.
- “Made with Real Character” stars Sonny, Cal and Tina, a trio of lemons whose unfiltered personalities are designed to resonate with young consumers craving authenticity. The edgy, tough-talking citrus characters support the launch of Mike’s Dirty Lemonade, a product line inspired by the dirty soda trend.
- The campaign, intended to be a long-term effort, is rolling out with digital, social and streaming media support in the U.S. Mike’s Hard Lemonade is positioning itself as a more playful and culturally tapped-in brand as the alcohol category continues to shift.
Dive Insight:
Mike’s Hard Lemonade is switching up its creative strategy to better engage Gen Z — a demographic that is drifting away from alcohol consumption — and to bow a new line of drinks that capitalizes on the dirty soda craze, wherein soft drinks are paired with a range of add-ons like creamers and flavored syrups for customization.
“Made with Real Character” channels the Mark Anthony Brands-owned marketer’s longstanding edgy messaging into a trio of lemon characters who aren’t afraid to come off as unpolished. The animated concept positions Mike’s Hard Lemonade as a counterbalance to an environment where more young consumers are grappling with the pressures of social media artifice while desiring authenticity. Agency VCCP, which markets itself to challenger brands and has previously worked with Mike’s Hard Lemonade, developed the creative platform.
”We’re ushering in a new era for Mike’s that reflects how people want to show up today,” said Kevin Brady, vice president of marketing at Mike's Hard Lemonade, in a press statement. “This is about embracing individuality and creating something that feels real — in every sense of the word.”
The campaign is tied to the debut of what Mike’s Hard Lemonade is touting as its biggest product innovation since its founding nearly three decades ago. While Mike’s Dirty Lemonade comes as a response to bubbling consumer interest in dirty soda, it bears a few key distinctions from the category known for its viral social media recipes.
For one thing, Mike’s Dirty Lemonade has alcohol content — 4.5% ABV, to be exact — whereas dirty sodas are frequently marketed as booze-free mocktails. The beverage line, which comes in Dirty Lemon Secret, Dark Cherry Brew, Very Berry Grape and Pineapple Haze flavors, also isn’t carbonated, further distancing itself from the “soda” aspect of dirty soda. Mike’s Dirty Lemonade hit retail shelves nationwide on Tuesday, March 31.
Like many alcohol brands, Mike’s Hard Lemonade is trying to adjust for changing consumer tastes and the wider adoption of sober lifestyles. The share of U.S. adults who say they drink alcohol fell to 54% last year, the lowest levels recorded by Gallup. Young adults reported drinking even less, with just half of 18 to 34 year olds claiming to do so, a nine percentage-point slide from just two years prior.
Privately held Mark Anthony Brands, which also owns White Claw, has recently undergone other transitions. Phil Rosse stepped into the CEO post in January, replacing founder Anthony Von Mandl, who led the business for more than 50 years. Von Mandl, who remains company chairman, has emphasized growth opportunities in ready-to-drink and pre-mixed beverages with greater flavor variety and healthier ingredients, as well as catering to consumers seeking a “drinking experience.”
Correction: A prior version of this story misstated the launch date for Mike’s Dirty Lemonade. The product is available in the U.S. now.
