Mike's Hard Lemonade Is Now Paul's Hard Lemonade in Honor of 1 Millionth Facebook Fan

He's earned it

Leaders from Glossier, Shopify, Mastercard and more will take the stage at Brandweek to share what strategies set them apart and how they incorporate the most valued emerging trends. Register to join us this September 23–26 in Phoenix, Arizona.

Mike's Hard Lemonade has changed its name—in a temporary, promotional-stunt kind of way—to Paul's Hard Lemonade to salute Paul Siano of Illinois, the 1 millionth fan on its Facebook page.

The Tris3ct agency orchestrated the effort, which boasts a "Paul's Hard Lemonade" rebranding of the Mike's website, along with its Facebook and Twitter pages, through Friday. Special packaging, labels, logos and T-shirts were created, and Siano was presented with a six-pack of his namesake brew. The renaming was launched within 24 hours of identifying him as the millionth fan, and of course there's a commemorative video (with a disco soundtrack and a big crate of lemons in the brand's office!).



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in