Mike's Hard Lemonade

Hard Days Deserve a Hard Lemonade

Agency: VCCP


Mike’s Hard Lemonade, the creator of the flavored malt beverage category, is celebrating their 25th anniversary with a new ad campaign to remind the nation that hard days deserve Mike’s Hard Lemonade. The new campaign celebrates hard work and positions Mike’s Hard Lemonade as the ultimate reward for hard-earned thirst.

The ad campaign, Hard Days Deserve a Hard Lemonade, will feature new characters, Hank and Joel, as the brand’s gatekeepers. Audiences will find the duo stationed at a neighborhood convenience store as they encounter a variety of customers who have experienced hard days and are looking for Mike’s Hard Lemonade. Hank and Joel will bring a humorous touch to the serious business of rewarding hard-earned thirst with a refreshing Mike’s Hard Lemonade.

Not only did Mike’s Hard Lemonade launch the FMB category, but they’ve also carved their territory as the reward to be enjoyed at the end of a hard day. This campaign amplifies the core ethos of the brand by showcasing those celebratory moments of refreshment.

Three 30-second ad spots will run across multiple channels, including social, OLV, CTV, OOH and Linear.

This professional campaign titled 'Hard Days Deserve a Hard Lemonade' was published in United States in May, 2024. It was created for the brand: Mike's Hard Lemonade, by ad agency: VCCP. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted 11 days ago.


Brand: Mike’s Hard Lemonade
Isabelle Sakai: Global Chief Marketing Officer, Mark Anthony Brand International UC
Eimear Gorman: Director, US Development Brands, Mark Anthony Brand International UC
Emma McLaughlin: Head of Mike’s Hard Lemonade, Mark Anthony Brand International UC
Stately Jukes: Director, Brand Marketing & Commercialization, Mark Anthony Brands Inc
Lena Lewis: Head of Consumer Connections Hub, Mark Anthony Brands Inc
Molly Coyle: Senior Manager, Mark Anthony Brands Inc
Ben Sommer: Brand Manager, Mark Anthony Brands Inc
Jenna Spadafora: Media Manager, Mark Anthony Brands Inc
Kali Casper: Social Media Specialist, Mark Anthony Brands Inc

Integrated Creative Agency: Company: VCCP
Jed Grossman: Chief Creative Officer, VCCP US
Darren Bailes: Global Chief Creative Officer
Jonny Shaw: Chief Strategic Officer, VCCP US
Ross Cameron: Head of Planning, VCCP London
Julian Douglas: Group Chief Executive Officer
Jordan Wood: Head of Account Management, VCCP US
Philip Higham: Managing Partner, Global Client Lead, VCCP London
Gianmaria Schonlieb: Group Creative Director, VCCP US
Zoe Bell: Group Creative Director, VCCP US
Chris Hodgkiss: Senior Creative, VCCP London
Pip Bishop: Senior Creative, VCCP London
Sean Condrick: Creative, VCCP US
Michelle Greeley: Creative, VCCP US
Xi Chen: Account Director, VCCP US
Katie Nichols: Account Supervisor, VCCP US
Myles Cryan: Business Director, VCCP London
Rufus Knight-Jacobs: Senior Account Director, VCCP London
Jessica Ambrose: Executive Producer, VCCP US
Jermaine Bossman: Creative Producer, VCCP London
Luke Alexander-Grose: Strategy Director, VCCP US
Marianne Bellorin: Brand Strategist, VCCP London
Courtney Wong: Senior Strategist, VCCP US
John Olson: Design Director, VCCP US
Julia Halasz: Designer, VCCP US
Giselle Sambrook-Smith: Project Director, VCCP US
Amanda Rackley: Project Director, VCCP US
Cara Orlowski: Director of Business Affairs, VCCP US
Ricky Meyer: Business Affairs Manager, VCCP US

Production Company: MJZ
Directors: The Perlorian Brothers
President/Executive Producer: David Zander
Sr. Executive Producer: Eriks Krumins
Producer: Ed Callaghan
Director of Photography: Trent Opaloch
Production Designer: Caitlin Byrnes
Editorial Company: Hutch Co
Editor: Jim Hutchins
Socials Editor/Assistant Editor: Andy Oleck
EP: Jane Hutchins

Company: Jamm VFX
Creative Director: Alvin Cruz
Shoot Supervisor: Mike Wigart
Flame Lead: Tim Robbins
Flame Artist: Nathan Hurlburt
Nuke Artist: Elijah Gray
CG Artist: Connie Ho
CG Artist: Jaguar Lee
CG Artist: Ana Blanco
CG Artist: Elyse Resseguie
Producer: Scott Boyajan
Executive Producer: Asher Edwards

Mix/ Sound Design
Company: Alt Mix
Audio Post Production- Alt Mix
Sound Design/Mix- Cory Melious
Producer - Simone Gurren

Company: Company 3
Colorist: Sofie Borup
Color Producer: Shannen Troup

Paid Social Music
Beacon Street Studios
Composers / Partners: Andrew Feltenstein, John Nau, Danny Dunlap

HOP/EP: Leslie DiLullo
Producer: Julia Giambona
Media Agency
Company: Haworth
Melissa Winnig: Director, Strategy, Haworth
Lisa Blevins: Vice President, Strategy, Haworth
Amanda Pederson: Director, Digital Direct, Haworth
Brad Dick: Director, Platform Investment, Social, Haworth


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