Mike's Hard Lemonade

Mike’s Hard Lemonade tasked us at MFP with raising sales for men ages 25-35. We looked around and realized (based on, among other things, the popularity of Judd Apatow movies and the guys around us) that a universal truth for these guys is they don’t wanna grow up. At least not all the way. The campaign taught these men “Adultiness” or the act of appearing mature and responsible to impress colleagues and, of course, women. We hired an improv troupe to create the spots, built houseofmikes.com—Mikes’s swingin’ bachelor pad—and created a slew of alt media executions perpetuating the Adulti life-style. I worked on the outdoor executions, online executions—including this site we created with Collegehumor.com—and event executions like the High Roller Bank Slip note pad, which let you pass out the digits on bank slips with 6 figure balances. Other promotional items were the C-note money clip and business cooler, which looked like business luggage, but unzipped to reveal a cooler to be filled with Mike’s, of course.