The original vodka infused lemonade that started an avalanche of new product development in the alcoholic beverage industry.
Promoting a brand with this level of irreverence is a dream project.
I was asked to develop the ‘Mike’ brand and promote the introduction of both the Cranberry Lemonade and Ice Tea product extensions.
It was very important to maintain the gorilla nature of the brand positioning by using non traditional media, street based promotions and on site advertising.
I utilized bathroom advertising, post cards, drink coaster and transit shelter advertising along with point of sale and packaging promotions that fit with the idea that ‘Mike’ would never pay for something he thought he could get for free. All directed by the concept that Mike made the drink in the basement of his Mom’s house with the help of his buddies.
Even the transit advertising was made to look like Mike had slipped his poster in unused sites without paying.
When all said and done the copy on all the promotional items made the campaign a great success.
