Mike’s. Behind every Mike’s, there’s a lemon
How we built a brand hero that challenged the category leader
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The Ukrainian hard lemonade market was long dominated by a strong competitor — a brand consumers chose out of habit, supported by years of steady product launches and promotions.
Right when the market needed a fresh twist, Mike’s Hard Drink — a global brand made with real lemon juice — entered the scene.
Our goal: get people to notice Mike’s, taste real lemon, and pick a better option.
Right when the market needed a fresh twist, Mike’s Hard Drink — a global brand made with real lemon juice — entered the scene.
Our goal: get people to notice Mike’s, taste real lemon, and pick a better option.
CONTEXT
Loyalty didn’t mean love. Focus groups called the market leader’s taste “bland,” “artificial,” and “boring.”
The problem? No real lemons in their lemonade.
A lemonade without lemons? Seriously?
The problem? No real lemons in their lemonade.
A lemonade without lemons? Seriously?
INSIGHT
Mike’s isn’t just a hard lemonade. It’s lemonade backed by real lemons.
That’s how we created our platform: “Behind every Mike’s, there’s a lemon.”
Not your average lemon — Mr. Lemon showed up: hip, charismatic, and a little wiser than you'd expect.
He became the face of a new flavor and a new generation.
That’s how we created our platform: “Behind every Mike’s, there’s a lemon.”
Not your average lemon — Mr. Lemon showed up: hip, charismatic, and a little wiser than you'd expect.
He became the face of a new flavor and a new generation.
idea
We went straight to where young people hang out.
We launched TV and digital videos featuring Mr. Lemon.
We launched TV and digital videos featuring Mr. Lemon.
EXECUTION
We amplified the campaign with vibrant outdoor formats and in-store activations — eye-stoppers, branded displays — everything designed to turn attention into first purchases.
In just the first season, Mike’s matched the long-standing leader in First Choice and Consideration metrics.
Sampling goals were exceeded by 32%.
And Mr. Lemon — once just an ingredient — became a brand hero and the new face of the category.
Sampling goals were exceeded by 32%.
And Mr. Lemon — once just an ingredient — became a brand hero and the new face of the category.
RESULTS
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