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Mike’s Hard Lemonade kicks off summer with new campaign

BY Allison Cerra

CHICAGO — Mike’s Hard Lemonade launched this month a multimillion-dollar campaign that the brand calls "a bold departure from traditional beer category advertising" and includes television, digital, mobile and social media outreach.

Created by the brand’s new advertising agency, Grey New York, the campaign includes a series of television commercials featuring guys interacting at familiar drinking occasions, such as golf and fishing; but while each of the commercials start with the same scene, the spot then will reveal a rotation of four unexpected finales to reinforce that "when guys bring Mike’s to the occasion, they never know how things will turn out," the brand said. The 15- and 30-second spots, which end with the tagline, "Mike’s Hard Lemonade: Always Different, Always Refreshing," currently are airing on television outlets Comedy Central, E!, ESPN, F/X, NBA TV, SPIKE, TBS, Turner Sports, NBC Sports, Fuel and Speed, as well as digital channels, including Hulu, ABC, NBC and Discovery Network.

Additionally, the brand is partnering with LivingSocial in key brand markets to support the campaign. Mike’s Hard Lemonade will serve as the exclusive adult beverage and sponsor for LivingSocial’s Adventures 21+ Memorial Day Weekend Summer Camp in New York; Labor Day Weekend Summer Camps in Washington, D.C., and New York; and one-day Adventures in Seattle, Los Angeles and Chicago, featuring "fun in the sun" activities.

"We wanted to make good on our tagline of being ‘always different and always refreshing’ in this campaign," said Andy Horrow, chief marketing officer of Mike’s Hard Lemonade. "By using multiple refreshing endings, we engage and entertain our target guy and celebrate Mike’s differentness in a way that’s as unexpected and unique as the brand itself."

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Nutrisystem launches line at Kroger

BY Allison Cerra

FORT WASHINGTON, Pa. — A weight management products and services provider is bringing its items to retail.

Nutrisystem announced the retail debut of its Nutrisystem Everyday product line at Kroger. Available in bars, smoothies, bakery and breakfast items, each product delivers low fat and calories, and is a good source of fiber and protein, the company said.

"The expansion into the retail channel is a natural progression given our strong consumer brand and reputation within the weight loss industry," Nutrisystem Everyday SVP and general manager Dianne Jacobs said. "We are very excited to debut our Nutrisystem Everyday products with Kroger. Our goal is to have broad distribution within all retail channels and with retailers who share our mission of bringing additional health and wellness options to consumers. We expect to be fully national by 2013 and we’re receiving an enthusiastic response from the retail community who now has the opportunity to offer the Nutrisystem brand with the Nutrisystem Everyday line."

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Mountain Dew partners with ‘The Dark Knight Rises’

BY Allison Cerra

PURCHASE, N.Y. — Mountain Dew has partnered with Warner Bros.’ "The Dark Knight Rises," which will hit theaters this summer.

Mountain Dew’s "The Dark Knight Rises" 360-degree campaign will include the debut of Mtn Dew Dark Berry, a new limited-edition flavor inspired by "The Dark Knight Rises;" limited-edition 16-oz. cans of Mountain Dew that will feature a thermochromic bat symbol that transforms from black to green color when chilled; as well as cable, primetime TV, radio and digital advertising.

"Mountain Dew is all about fueling passion and that is what this partnership is based on," Mountain Dew VP marketing Brett O’Brien said. "You’d be hard-pressed to find more passionate fans than those of Dew and ‘The Dark Knight’ franchise. Our goal is to offer those fans unique experiences — from package and product innovation to exclusive content and access that only Dew and Batman together could provide."

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