BEHIND EVERY MIKE'S, THERE'S A LEMON

Context

The Ukrainian hard lemonade market was long dominated by a strong competitor — a brand consumers chose out of habit, supported by years of steady product launches and promotions. Right when the market needed a fresh twist, Mike's Hard Drink — a global brand made with real lemon juice — entered the scene.

Our goal was to make people notice Mike's, taste real lemon, and choose a better option.

Execution

We went straight to where young people hang out and launched TV and digital videos featuring Mr. Lemon.

We amplified the campaign with vibrant outdoor formats and in-store activations — eye-stoppers and branded displays designed to turn attention into first purchases.

Results

In the very first season, Mike's matched the long-standing leader in First Choice and Consideration. Sampling goals were exceeded by 32%.

And Mr. Lemon — once just an ingredient — became a brand hero and the new face of the category.