Mike’s Hard Lemonade Celebrates 25th Anniversary With ‘Hard Days Deserve a Hard Lemonade’

By Kyle O'Brien 

A guy dressed in a bunny mascot suit looks like he’s had a rough day and needs something to refresh and relax. He goes to a convenience store, where two gatekeepers judge and decide if he’s deserving of a Mike’s Hard Lemonade.

Lucky for bunny suit guy, Hank and Joel deem him worthy after we see that he’s gone through a day being tackled on the sidelines.


Mike’s Hard Lemonade is kicking off its 25th anniversary with a new campaign that celebrates hard work and positions Mike’s Hard Lemonade as the ultimate reward for hard-earned thirst, and Hank and Joel are the arbiters of worthiness.

The campaign, “Hard Days Deserve a Hard Lemonade,” by VCCP, features the duo stationed at a neighborhood convenience store as they encounter a variety of customers who have experienced hard days and are looking for Mike’s Hard Lemonade. Hank and Joel look to bring a humorous touch to the serious business of rewarding a hard-earned thirst with a refreshing Mike’s Hard Lemonade.

Mike’s Hard Lemonade helped to launch the FMB (flavored malt beverage) category 25 years ago, but the brand also carved its territory as the reward to be enjoyed at the end of a hard day. This anniversary campaign amplifies the ethos of the brand.

Other spots feature a firefighter who saves a cat in a comically slapstick way, as well as a delivery driver who meets a savage small dog. The ads will run across multiple channels, including social, OLV, CTV, OOH and linear.