Don't miss ADWEEK House at Cannes, June 16-19. Join us as we celebrate our 45th anniversary and explore the industry's now and next. RSVP.
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.
The brand continues to target males aged 25-29, a demographic it has previously had trouble reaching.
“Happiness is ultimately a social language—emojis, gifs and snaps—so we engage with our fans through meme-inspired creative and on their favorite platforms, such as Snapchat, to create a shareable experience,” said Mike’s Hard Lemonade senior vice president, marketing Sanjiv Gajiwala.
A series of broadcast and digital ads use internet-inspired humor, keeping things light and taking inspiration from common tropes that millennial audiences will be familiar with.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in