Mike’s Hard Lemonade
Hard lemonade’s OG reclaims its edge.
When Mike’s Hard Lemonade launched in 1999, it redefined the drinks landscape by introducing a radically refreshing alternative to beer and, in doing so, igniting the entire FMB category. But with hard lemonade now a crowded shelf, Mike’s needed to reassert its authority with a bold, future-facing identity that reclaimed its status as the original.
The challenge: evolve Mike’s from a nostalgic “guilty pleasure” into a proud, modern classic, and all while preserving the attitude and flavour equity that made it a cultural icon.
Working in close partnership with Mark Anthony Brands, Denomination unearthed and amplified Mike’s most distinctive assets: its zesty lemon equity, unapologetic use of yellow, and irreverent, joy-fuelled tone of voice. The revitalised identity leans fully into refreshment and positivity, featuring a strengthened logotype, a sharper, more confident lemon motif, and a louder rallying cry: “For the love of lemonade.”
New taglines including “Nothing refreshes as hard as Mike’s” and “When life gives you lemons, grab a Mike’s”, double down on the brand’s playful bravado, positioning Mike’s as both an original and an instigator of fun.
A contemporary refresh for the brand that invented the category, now ready to lead it once again.
Sector
RTD
Client
Mark Anthony Brands International
It was a great pleasure working with the team at Denomination to refresh the Mike’s Hard Lemonade brand. Thank you for your partnership in recrafting this iconic brand.”
David Parsons, Creative Director, Mark Anthony Brands International
