Mike Exposes His Lemon To Hispanics.

Mike’s hard lemonade looks to introduce its lemon clear malt beverage with other natural flavors to Hispanic adult men of legal drinking age in Southern California and San Antonio, TX.

Mike’s hard lemonade hits the radio airwaves with its first Spanish-language radio spot saluting “Fiestas Patrias” followed by two (2) original creative TV spots; “Border” and “Poker”, created and developed by Hispanic ad agency, cruz/kravetz:IDEAS. They were shot on location in Mexico City and feature mike’s irreverently authentic humor. “Border” opens with a group of three men at a bar with one of them bragging about his first class arrival into the US. “Poker” focuses on the traditional all-boys poker night, with one of the guys literally dying for 4 Aces. Both TV spots close with the tag line “Date un Limonazo”. Media will consist of TV, cable and radio.

Street teams will be responsible for executing on-premise “Noches de Pegue” promotions until late December. Mike’s promotional team will wear tailor made outfits – such as black mike’s guayaberas for salsa events and black western wear for its regional Mexican promotions. Designed with the Hispanic male in mind, the on-premise POP will carry irreverent phrases which will vary by venue type – Salsa, Rock en Español, Mexican Regional or Sports Bar.

Carl Kravetz, Chairman/CEO of cruz/kravetz:IDEAS noted, “Our challenge was to create a campaign that rose to the very high standard set by Cliff Freeman’s Anglo mike’s campaign. Our spots are equally irreverent, but use Latino humor in a tone and manner relevant to the Hispanic consumer.”

“I am confident that mike’s hard lemonade creative will hit an emotional chord with our consumer. This will result in having the curiosity to give mike’s a try and incorporate it in their drinking repertoire.” acknowledged Todd Martin, VP Customer Marketing.

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