Mike Tyson has been tapped by Mike’s Hard Lemonade to star in a campaign for the brand’s new hard lemonade seltzer, where he is a genial party host who terrifies guests.
The “It’s Mike’s” national campaign will debut this weekend during the Grammy Awards, and it’s the biggest media investment by the brand to date, with over $35 million in media, as it enters the competitive hard seltzer market.
The campaign, developed by WorkInProgress, which won agency of record duties for the brand earlier this year, features Tyson at a series of outdoor gatherings. When partygoers take the last hard lemonade seltzer, Tyson appears, scaring the wits out of those who think they took Tyson’s last beverage, when it turns out the former heavyweight champion brought plenty for everyone.
“We wanted a memorable way to launch this product. The inclusion of Mike Tyson allows us to reinforce our brand name and make consumers aware that Mike’s now has a hard lemonade seltzer,” said John Shea, chief marketing officer at Mike’s Hard Lemonade.
The campaign will run on broadcast and digital channels, including during March Madness and NBA games.