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Mike’s Invades the Beer Universe to Talk to People Who Seek New Flavours

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Mike's is shaking up consumer preferences and showing that it is a great fit anywhere in campaign from FCB Brasil and New York

Mike’s Invades the Beer Universe to Talk to People Who Seek New Flavours

Partying isn't made of beer alone! When it comes to having fun and getting together with friends, Mike's is going to show that possibilities are within everyone's reach. After all, you're entitled to not want to have a beer, right? In a pioneering initiative on social networks, the brand is invading the space of famous beer labels to show that it is the perfect (and delicious!) alternative for everyone who still wants to enjoy themselves.

But how is that going to happen? Ready to drink, and made with vodka and real lime juice, Mike's will be featured on posts by brands like Brahma, Skol, Budwiser, and Spaten, driving home the concept that it can be everywhere beer is, as a delicious alternative to make every moment even tastier and more refreshing.

"The ready-to-drink category has been growing quickly in Brazil, and Mike's is a very refreshing drink with a great taste that is showing everyone the fun goes on, even when you don't really feel like having a beer. This time, we will join the beer brands and show that new flavors can win over the taste buds of a lot of people," says Annelise Alves, head of Mike's Hard Lemonade in Brazil. "With Mike's, fun is everywhere!"

"We have been working alongside FCB NY to introduce the brand as a new friend in situations where beer is consumed," explains Elton Longhi, FCB Brasil VP of brands and business. "To show how Mike's is the best option when you want to be with your beer-drinking friends, but you prefer a lighter and more refreshing drink, we're going to invade the online accounts of famous Ambev beers, and prove that everyone can have fun together," he adds.

The campaign's idea is to entice consumers to try new options, and prove that Mike's can (and will) be everywhere that beer is. Practical and light, Mike's Hard Lemonade is available throughout Brazil in tangerine, lime, and pitaya flavors. Just chill, open, and enjoy.

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Agency: FCB Brasil

Client: Ambev

Product: Mike´s Hard Lemonade

Title: Onde tem cerveja, pode ter mike´s

Strategy, creative and production: FCB Brasil e FCB NY

Credits: 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.

Production Company: El Amarillo, Draftline.

Client approval: Annelise Alves, Caitlin Partridge, Daniela Cachich, Eugenia Zagallo, Gabriela Gallo, Guilherme Poyares, Lucca Amorim, Thiago Zanettini

Categories: Alcopops, Alcoholic Beverages

FCB Brasil, Mon, 14 Mar 2022 08:43:24 GMT