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Category
Multi-Region or Market / Consumer / Brand
Annual ID
OS23_CE034M
About the Work
If you’re going to a party in South America, people expect you to bring beer. It’s a cultural rule of thumb. When 18-24 year-olds get together, they consume 660% more beer than other kinds of alcohol.
But it puts Gen Z drinkers in a tough spot. They don’t always want to drink beer, but they often buy beer to fit in with everyone else at the party. They’re actually more interested in other kinds of alcohol — namely sweet, refreshing, and easy-to-drink beverages.
So mike’s Hard Lemonade showed up exactly where people are told to buy beer for parties: in beer ad campaigns themselves.
We partnered with ABI beer brands in South America to create the first-ever ad campaigns within other campaigns.
First, we put someone drinking mike’s in the background of our beer partners’ ads. Then we shot our own ads on the sets of those beer ads, but from the mike’s drinker’s POV. The hard lemonade and beer commercials ran back-to-back.
Finally, we took hard lemonade everywhere else beer went: events, social media, film, out-of-home, radio, e-commerce, and at point-of-sale.
mike’s made it OK for Gen Z to drink what they actually wanted to drink at parties across South America.
But it puts Gen Z drinkers in a tough spot. They don’t always want to drink beer, but they often buy beer to fit in with everyone else at the party. They’re actually more interested in other kinds of alcohol — namely sweet, refreshing, and easy-to-drink beverages.
So mike’s Hard Lemonade showed up exactly where people are told to buy beer for parties: in beer ad campaigns themselves.
We partnered with ABI beer brands in South America to create the first-ever ad campaigns within other campaigns.
First, we put someone drinking mike’s in the background of our beer partners’ ads. Then we shot our own ads on the sets of those beer ads, but from the mike’s drinker’s POV. The hard lemonade and beer commercials ran back-to-back.
Finally, we took hard lemonade everywhere else beer went: events, social media, film, out-of-home, radio, e-commerce, and at point-of-sale.
mike’s made it OK for Gen Z to drink what they actually wanted to drink at parties across South America.
2023 Awards
Total Points: 3
Merit
Credits
Agency
FCB / New York
FCB Brasil / Sao Paulo
Client / Brand
AB InBev / Mike's Hard Lemonade
Music / Sound Production Company
JSM Music
Art Director
Fernanda Yoshimura
Copywriter
Alexandre Vasquez
Chief Creative Officer
Gabriel Schmitt
Michael Aimette
Ricardo John
Danilo Boer
Creative Director
Alexandre Abrantes
Executive Creative Director
Anna Martha
Marcelo Rizerio
Samira Ansari
Account Director
Jack Lodge
Account Executive
Priscila Silva
Account Supervisor
Logan Butler
Sean Kittredge
Senior Art Director
Lara Polovina
Waner Almeida
Senior Copywriter
Chloe Bayhack
Strategy Director
Gustavo Zilles
James Friedman
Jamie Rutherford
SVP Group Account Director
Amy Elkins
Elton Longhi
Megan Bundy
Account Manager
Tassia Massumi
Chief strategy Officer
Renata D'Ávila
Content Supervisor
Joao Paulo Cardoso
Carolina Venancio
Global Marketing Director
Caitlin Partridge
Global Vice President, Beyond Beer, Craft & Specialties
Thiago Zanettini
Head of Future Beverages
Gabriela Gallo
Head of Mike´s Hard Lemonade Brazil
Annelise Alves
Health, Wellness & Adjacencies Brand Manager
Sara Donado
Innovation Creative Director
Pedro Araujo
Mike´s Hard Lemonade Marketing in Brazil
Eugenia Zagallo
Guibing Poyares
Senior Project Manager
Abby Kiefer
Senior Strategist
Michael Schonfeld
Strategy Manager
Rodrigo Almeida
VP, Account Director
Ashley Read
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