How Mike's Hard Lemonade Broke a World Record With Its Birthday Marketing Stunt

Blowtorching 50,000 candles on a gigantic cake

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

Every alcohol brand advises you not to drink and drive, but only one has advised its fans not to drink and play with a blowtorch.

If you spend any time on the E!, People or CBS Sports websites, you might have already noticed an illuminating video, served up as branded content, from the folks at Mike's Hard Lemonade. (You can see it at the bottom of this article.) The video shows a ginormous birthday cake, slathered with yellow frosting and wholly ablaze: There are 50,151 candles sunk into the icing, and all of them are lit.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in