Mike’s, a drink made with vodka and lime juice, wants to show you can fit in with the brewers and be part of the fun. In a strategy created by FCB Brasil and FCB de New York for social networks, the product will appear sharing spaces with beer brands in Ambev’s portfolio, such as Brahma, Skol, Budweiser and Spaten.
The idea of the creatives is to position the brand as an alternative for those who are not in the mood for beer on a given occasion or even do not like the drink, but do not want to be left out of meetings and parties like friends.
“The ready-to-eat drinks category has been growing very strongly in Brazil and Mike’s is a super tasty and refreshing drink that shows that the fun continues, even when you’re not so in the mood for a beer,” says Annelise Alves, Head of Mike’s Hard Lemonade in Brazil.
Product: Mike´s Hard Lemonade
Qualification: Where there’s beer, there can be Mike’s
Strategy, creation and content: FCB Brasil and FCB NY
Abby Kiefer, Alexandre Abrantes, Alexandre Vasquez, Amy Elkins, André Crystobal, Anna Martha, Ashley Read, Bianca Paiva, Bibiana Saldanha, Carolina Venancio, Danilo Boer, Diogo Mattos, Eduardo Gardini, Elton Longhi, Fernanda Geraldini, Fernanda Yoshimura, Gabriel Schmitt , Gustavo Zilles, Jack Lodge, James Friedman, Jamie Rutherford, João Paulo Cardoso, Logan Butler, Marcelo Rizerio, Mateus Madureira, Megan Bundy, Michael Aimette, Michael Schonfeld, Pedro Araujo, Pedro Ramos, Potyra Santos, Ricardo John, Renata d’ Avila, Renata Reigota, Rodrigo Almeida, Ronaldo Silveira, Samira Ansari, Sean Kittredge, Tássia Massumi, Tiago Santos, Waner Almeida.
Producers:The Yellow, Draftline.
Customer approval:Annelise Alves, Caitlin Partridge, Daniela Cachich, Eugenia Zagallo, Gabriela Gallo, Guilherme Poyares, Lucca Amorim, Thiago Zanettini.