Launching Mike's Hard Seltzer, without overthinking it
We worked with ABI InBev in the UK to launch Mike's Hard Seltzer and make it the drink of choice in 2020 for Gen Z.
Don't Over Think it
TVC and VOD.
Then we created OOH advertising to introduce our new product.
We made proximity advertising that drove consumers in store to buy the stuff.
And, most importantly, we put the brand in the hands of our consumers to share online.
Within the first 12 months, Mike's had become:
1st in household penetration
& 2nd in brand awareness
on much lower budgets than competitors