The brand arrived in Brazil in December 2020 with the proposal to be an alternative to beer
It was in December 2020, in the middle of summer, that Mike’s arrived in Brazil with the proposal of being an alternative to other drinks, especially beer. But being an alternative, however, does not always mean being on another shelf, or another space.
In an unprecedented action on social networks, signed by FCB Brasil together with FCB NY, the brand entered the space of large beer labels to show that it can be an alternative for those who do not want to give up having fun.
Made with vodka and lemon juice, Mike’s is in the communication of brands such as Brahma, Skol, Budweiser and Spaten. The idea is to reinforce the concept that it can be anywhere the beer is.
“With posts on the profiles of brands such as Brahma, Skol, Budweiser and Spaten, we reinforce the concept that Mike’s can be anywhere the beer is”, says Guilherme Poyares, marketing manager for Mike’s in Brazil.
Arrival in Brazil
We are always attentive to market movements and trends and, more than that, we have a close relationship with our consumers so that we can understand their needs and consumption occasions. In December 2020, we brought Mike’s to Brazil as a new drink proposal. Born in Canada and number one in the US in the ready to drink category.
alternative to beer
We know that we have a diversity of consumers and different consumption occasions. It was thinking about the consumer who doesn’t like beer so much or who is looking for practical and affordable drinks, that in March of this year, we launched an unprecedented action on the social networks of major beer labels to show that Mike’s is the perfect (and tasty) alternative for who doesn’t want to give up the enjoyment. With posts on the profiles of brands such as Brahma, Skol, Budweiser and Spaten, we reinforce the concept that Mike’s can be anywhere the beer is, as a tasty option to make any moment even more delicious and refreshing.
Campaign
We started the campaign in March of this year, during Carnival, and we are working on several fronts: we carried out actions during different festivals such as Lollapalooza, Festival Quero, Rocky The Mountain, Barbecue Action with influencers, Arca de Noé in Brasília. Mike’s new TV spot with Spaten aired last week, reinforcing the message that we can be on the same occasions. We included Mike’s in Spaten’s toast scene, and then right after that we went in with our film, telling the story from our perspective.
Partnership
Initially we did the campaign “Where there’s beer, you can have Mike’s”, on the social networks of the brands: Brahma, Skol, Budweiser and Spaten, however, we are open to working with the other labels of the company. Mike’s in the beer campaigns.
brand union
We aim to try to anticipate trends in beverage consumption, identify “disruptive” market movements and create products and businesses that meet consumer needs. In this way, the idea is to provoke consumers to try the new and prove that Mike’s can (and will) be everywhere the beer is, that is, we don’t want to divide, we want to add and offer new consumption opportunities, be present on all gifts. In the campaign, the idea of uniting the brands was conceived in exactly this way. It was an unprecedented action, considered innovative and that promises to make the consumer see new possibilities for consumption and different experiences.
Lollapalooza, RTM and Quero
Our intention is to prove that Mike’s can be everywhere the beer is, as everyone can have that one friend who isn’t that into or into beer on any given day. It’s a ready-made, practical drink that helps you enjoy your moments with friends more and be less worried about standing in huge lines for drinks, for example.
