On a day comprised of pranks and trickery, Mike’s Hard Lemonade is speaking the truth when it comes to happiness. On April 1, the brand announced a summer campaign—The Brighter Times—to celebrate the third year of its “Drink on the bright side” mantra.
The Brighter Times, created to combat ongoing news fatigue and instead remind people of the joy-spreading potential of good news, taps into storytelling mediums like AI and digital to deliver happy news and smile-inducing content.
The campaign consists of a multi-platform, tech-centric partnership with The Washington Post’s creative agency, WP BrandStudio, and an activation with influencer Tank Sinatra of Tank’s Good News. The Brighter Times kicks off with a one-day WashingtonPost.com S(ad) Blocker homepage takeover that “blocks” negative news and directs readers to positive stories on the site.
“We’ve introduced innovative ways to deliver happiness for the last 20 years, and every year we find new sources of joy to connect with mike’s drinkers everywhere,” said Sanjiv Gajiwala, Senior Vice President of Marketing, Mike’s Hard Lemonade Co.
“Mike’s is all about inspiring good times, but this year we’re taking our mission one step further to determine how these ‘good times’ make people feel. Through like-minded collaborations with media and influencers, we’re delivering new kinds of happiness as well as exploring its effect on our consumers.”
Agency partners include Wavemaker (media, content and technology), Havas Chicago (creative), Havas Formula (public relations), Havas Street (experiential) and G7 Entertainment Marketing (activation).
Source: Mike’s Hard Lemonade
You must be logged in to post a comment Login