No yada yada

mike’s Hard Lemonade has been famous in North America for over 20 years -and leader in the RTD category.
But It was time to explore new markets and a $13B total market opportunity globally.

So we needed to find something that could be easily adaptable to different languages and cultures, while staying true to what the product is.

mike’s is Lemonade and Vodka. And that’s it.
That simplicity is transported to the brand persona: we’re simple, straight to the point.
No BS. Or as we put it, no yada yada.

And that’s what we did. A campaign that doesn’t try too hard to be something it’s not.
That talked straight to consumers.
And expanded mike’s Hard Lemonade to every continent.

Role: Creative Director