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LOS ANGELES Mike’s Hard Lemonade is searching for an agency to handle its estimated $10-15 million creative account, sources said this week.
Contacted shops were expected to return initial requests for information by end of day yesterday to Kelton Research, the Los Angeles-based lifestyle consultancy overseeing the review.
Mike’s, the maker of “malternative” alcoholic beverages in flavors including lemonade, cranberry and lime, has in the past relied on somewhat “edgy” advertising to target drinkers in their mid 20s and 30s.
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