Mike's Hard Lemonade Co. Launches New Campaign Challenging Consumers To Choose Mike's Anywhere, Anytime

CHICAGO, May 23, 2013 /PRNewswire/ -- Mike's Hard Lemonade Co. announced today the launch of a national marketing campaign, "It's Never Not a Good Time for a Refreshing mike's." On the heels of the brand's timely debut into the beer and cider categories, mike's is reinforcing its relevance in any drinking occasion, both traditional and nontraditional, proving 'It's never not a good time' to enjoy its beverage innovations. This multi-platform, integrated campaign, created and driven by Grey New York, spans across TV, digital and social platforms, staying true to the mike's brand essence and providing unique ways to engage consumers throughout each channel.

(Logo: http://photos.prnewswire.com/prnh/20130523/NY19621LOGO )

For the second year as the brand's creative agency of record, Grey New York ran with the brand's unconventional tide, crafting a quirky, thought-provoking campaign aimed at challenging the consumer to consider mike's for any and every occasion, assuring "It's Never Not a Good Time for a Refreshing mike's." Curated by renowned director, Tom Kuntz, the 30- and 15-second TV spots follows mike's protagonist through a series of thought-provoking drinking occasions. Making a career-first appearance in a national ad campaign, Oscar-winning actor Martin Landau suits up as a competitive bowler while Grammy-winning rapper Coolio makes his cameo spinning for a peculiar crowd at a hibachi grill.

"The goal of this year's campaign is to challenge consumers to think of mike's for any and every drinking occasion," said Kevin Kotecki, President, Mike's Hard Lemonade Co. "mike's is a great choice anytime throughout the year, not just at a summer barbecue."

Each spot opens in a typical social gathering, and then builds through a series of increasingly improbable scenarios. The first opens at a bowling alley and the second at a hibachi restaurant. The scenes include a cult meeting, a posse of body builders on bicycles, a corral of classic villains and an impromptu Coolio concert. The outlandish sequences are narrated by an attention-grabbing voice over, delivered via rhyming couplets – true to mike's unconventional approach.

Spots are currently airing on cable stations, including TBS, ESPN, ESPN2, ESPN News, Turner Sports, NBC Sports, Fuel, Speed, Fox Soccer, DIRECTV Sports, ESPN Live, Comedy Central, USA and MLB TV. Throughout the course of the campaign, continuous social media support will be concentrated on Facebook and Twitter.

Respected for consistently dominating the summer season with 43% of all 2012 flavored malt beverage sales in grocery¹, mike's is best recognized for being unconventional, fun and always refreshing in reference to the product selection and brand messaging.

With new beverage innovations like mike's® authentic shandy™, the perfect blend of real mike's® hard lemonade and crisp golden lager, and mike's hard™ Smashed Apple Cider, naturally fermented cider made with crisp Washington apples, mike's has officially expanded its product lineup opening the door to a broadened range of consumer tastes. Additionally, the brand launched mike's® hard lemonade FROZEN this year, taking four top selling flavors into different packaging to provide a new usage to enjoy the coldest mike's yet.

Summer Promotions Keep the Good Times Rolling

Mike's is sharing the "Never Not a Good Time" love with consumers this summer celebrating the season's top social occasions, including Cinco de Mayo, Memorial Day, 4^th of July and Labor Day. Consumers will have the chance to win more than 4,700 prizes, including four exciting grand prize experiences, through a national on-package promotion.

The infamous mike's Bear in a Bikini is back this summer after making her debut during Labor Day 2012, frolicking her way from New York City to Miami in a tiny yellow two-piece. This year, she's taking over Vegas with the help of one lucky winner, mike's-style. Staying at none other than Planet Hollywood, the Bear will be up to her usual tricks – partying poolside, trying her luck at the casino, getting into pillow fights – all while looking for friends to join the adventure. What happened in Vegas didn't exactly stay in Vegas as a digital snippet can be found on www.BearInaBikini.com.

To learn more about mike's hard lemonade and the "Never Not a Good Time" campaign, visit www.mikeshard.com or www.facebook.com/mikeshardlemonade.

About Mike's Hard Lemonade Co.
Founded in 1999, Chicago-based Mike's Hard Lemonade Co. defined the $1.7 billion dollar flavored malt beverage category with the introduction of its ground breaking mike's hard lemonade®. mike's® product line is comprised of premium malt beverages including mike's hard lemonade®, NEW mike's hard lemonade® FROZEN, NEW mike's® authentic shandy™, NEW mike's hard™ Smashed Apple Cider, mike's HARDER lemonade®, mike's HARDER® punch and mike's classic margarita^™. For more information, visit www.facebook.com/mikeshardlemonade.

MIKE'S IS HARD. SO IS PRISON. DON'T DRIVE DRUNK.® ©2013 Mike's Hard Lemonade Co., Chicago, IL.  www.mikeshard.com™ is a trademark and ® is a registered trademark of Mike's Hard Lemonade Co.

¹IRI Food - 13 weeks ending August 5, 2012

SOURCE Mike's Hard Lemonade Co.