Younger adults in South America like sweet alcohol. They’re 600% more likely than other adults to seek out an alternative to beer. Sounds like an easy opportunity for mike’s Hard Lemonade, right?
Unfortunately, mike’s is competing against a growing list of beer alternatives: the global Ready-to-Drink alcohol market is predicted to grow at a rate of 11% by 2030.
To win in an increasingly crowded beer alternative category, mike’s needed to fulfill two key objectives in South America:
1. Meaningfully differentiate mike’s taste credentials from those of other RTD brands
2. Recruit reluctant beer drinkers 18–24
So we told a story that our audience is all too familiar with: the story of being offered a drink at a party that you don’t want to drink.
In our film, our protagonists are offered drinks they don’t want at party after party, only to reluctantly nod yes and accept the drinks.
But these aren’t ordinary head nods. When they nod “yes” to fit in, their heads become giant bobbleheads.
Eventually, they get tired of nodding along when they see a better alternative at the party: mike's Hard Lemonade. Sweet and easy to drink. So they drop the act they’ve been putting on, symbolized by their giant bobbleheads. They break free and pour themselves the drink they actually want to drink: mike’s.
This “Drop the Act” campaign is the latest iteration of mike’s Hard Lemonade’s brand platform, “No Yada Yada” — a platform all about simply enjoying the things you like, without any of the added annoyance of pretending to like what’s “cool.”
In its initial run on-air in South America, Mike’s Bobbleheads has already helped mike’s intrigue younger drinkers.
Google searches for mike’s have more than doubled in South America in the days since Bobbleheads went live; mike’s social impressions and daily social mentions are up 13% and 5%, respectively, in the markets that launched the campaign; and awareness and consideration have grown in Colombia and Peru.
We look forward to winning over more reluctant beer drinkers as the campaign continues to grow.