Post-Grey Mike’s Hard Lemonade Shopping for Agencies

By Patrick Coffee Comment

You already knew that Mike’s Hard Lemonade dropped Grey as its agency last year–but this week brings word that the company’s shopping around on a project-by-project basis.

While Mike’s changed its logo and packaging, this 15th anniversary spot by independent Chicago agency Tris3ct leads us to think it’s not looking to tweak the message too hard:

In other strategery news, Mike’s has given up on TV altogether in the interest of facilitating that digital “two-way conversation” with its target audience.

(We’re still not quite sure who the members of that target audience might be.)

The brand has yet to pledge loyalty to any single agency, so its business is up for grabs. Here’s another Tris3ct spot from last summer promoting the “Shandy” fruit beer: