"mike's" Hard Lemonade

2020: Global brand campaign for "mike's":
Launched in Colombia, Peru, Paraguay and Brazil.
Multiple creative iterations followed, including "mike's in a Beer World" which won the brand's first Cannes Lion.

This campaign is about keeping things simple, stripping the complexity in life of all the unnecessary BS. The tone of irreverence and realness should be applied to every single piece created. From the visuals to the lines, everything should be simple, bold and most importantly, fun.
Just like "mike’s".

"mike’s" is lemonade + vodka.
No Yada Yada
And so are our ads.

Sem nhenhenhé ( Portuguese: Alt line )
É Papo Reto ( Portuguese )
Sin Bla Bla Bla ( Spanish )

A brand toolkit was designed to guide launches in the different markets.

Manifesto:
Life’s gotten too complex, and sometimes you just want something that doesn’t try so hard. Take beer, for example.
There’s lager, pilsner, stout, witbier, and, according to our calculations, 200-odd types of ale. Or wine and its rich herbal notes and full bodies that, depending on the grapes, can be more or less tannic. By the way, wtf is tannic? It’s all just a lot. "mike's", on the other hand, isn’t.
We don’t try too hard. It’s lemonade and vodka. That’s it.
With simple ingredients. No artificial flavors.
No preservatives.
No BS.
Or, as we put it..  
No Yada Yada

Client : mike's
Agency : FCB NY
Categories : Campaign | Print | Outdoor | Digital