Mike’s Hard Lemonade Created a Meme-Inspired Campaign to Target Millennial Men

It builds on last year's 'Drink on the Bright Side' effort with a Snapchat contest and pop-up events

Mike's Hard Lemonade

With temperatures in the Northeast already reaching well into the 80s this past week and Memorial Day just a few weeks away, malt beverage brand Mike’s Hard Lemonade launched a campaign priming viewers for the summer.

@ErikDOster erik.oster@adweek.com Erik Oster is an agencies reporter for Adweek.