Mike’s Hard Lemonade: 90’s Nostalgia Flavours
Context:
When 90’s nostalgia was at an all-time high, Mike’s Hard Lemonade released a range of coolers themed after the iconic flavours of the 1990’s.
Problem:
During a time when the market was flooded with brands capitalizing on nostalgia, how could Mike’s stand out?
Solution:
We used the brand’s sense of humour and positioning to create campaign assets that felt like they could have come straight out of the 1990’s. This built a sense of authenticity, fun, and nostalgia into the brand straight from the initial launch.
Launch Video: Mike’s Hard Blue Freeze
We kicked off the campaign on social and broadcast channels with a 1990’s-themed launch video for Mike’s Hard Blue Freeze, using colours, textures, typefaces, and a format that harkened back to that time.
Merchandise
This new nostalgic positioning opened up opportunities for themed merch, which we naturally jumped on at the first opportunity. We made a retro-inspired “ugly Christmas sweater” for a holiday giveaway, with a teaser post to get our fans hyped and a follow-up the next day.
Mike’s Hard Peach Fuzz
The second flavour released in this line was a peach candy-flavoured cooler called Mike’s Hard Peach Fuzz. Though it didn’t receive as much fanfare as its blue raspberry cousin, we still made some fun posts for its staggered launch.
