Mike’s Hard Lemonade Hunts for the Ultimate Lemons in Latest Spots

Mike’s Hard Lemonade recently launched its History of Mike’s campaign, featuring epic cinematic ads that explore the backstory of who Mike might have been, and his quest to find the perfect lemons to create the best-tasting hard lemonade. More than two decades after creating the hard lemonade category, Mike’s Hard lemonade is still number one. The category leader is also releasing a limited time only seasonal flavour, Mike’s Hard Lemonade Pineapple, in stores now nationwide through August.

The campaign, created by WorkInProgress, who won AOR duties early this year, brings to life the brand’s decades-long lemonade expertise through cinema, TV, digital and more. Premiering end of May and running through the summer, consumers will follow Mike on his quest to find the perfect lemons, either trekking through the jungle to find the rarest lemon tree in the world or robbing a train that is carrying the most precious cargo, lemons, to create this revolutionary beverage.

“Consumers remain curious about Mike and who he might be,” said John Shea, chief marketing officer, Mike’s Hard Lemonade. “These spots will keep consumers guessing as these origin stories show our obsession with making the best-tasting, number one hard lemonade for more than two decades.”

Mike’s Hard Lemonade is investing significantly in a national media buy that includes TV commercials during Major League Baseball and NASCAR, as well as in-theater advertising, digital and social ad units on high profile platforms. 

“We think these ads will spark the curiosity our fans already have about the origin of the brand and who the original “Mike” is,” said Matt Talbot, chief creative officer, WorkInProgress. “We hope people make up their own origin stories while enjoying a Mike’s Hard Lemonade with friends.”

As Mike discovers the perfect lemons during the cinematic journey, both ad spots fast forward to the present, acknowledging “if it wasn’t for that, we wouldn’t have this,” as friends cheers with their Mike’s Hard Lemonade.