Mike's Hard Seltzer

Launching Mike's Hard Seltzer, without overthinking it

Brand Strategy / Creative Campaign / TVC / Out of Home / Social

The project 

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.

Hard Seltzer had already exploded in the US and was starting to do the same over here. We decided early on that, to win, we needed to bring a new conversation to younger drinkers who were turning their backs on fussy cocktail culture, but not gravitating to beer because of its calorie count.

the campaign 

Don't Over Think it

Every drink brand these days seems intent on ensuring you know everything about their brand purpose, their heritage, and their craft. And then go about filling Instagram with countless pictures of bearded blokes smelling hops or juniper from their overly tattooed crafty douchebag hands.

But Gen Z are turning their back on craft and heritage. They just want a drink that fits their lifestyle. Something fun, refreshing, low cals, and easy. Something sans the douche.

Something that's so simple, you don't have to overthink it.

Spreading the message

TVC and VOD.

Screenshot 2021-03-31 at 11.56.42


Then we created OOH advertising to introduce our new product.

Large Billboard in the City


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.


The Results  

Within the first 12 months, Mike's had become:
1st in household penetration
& 2nd in brand awareness
on much lower budgets than competitors