Mike’s Hard Lemonade launches its own newspaper, The Brighter Times, which features only positive, smile-worthy stories curated by influencer Tanks Good News, whose Instagram page and website are both devoted to sharing feel-good tales and spreading positivity through storytelling.
Designed to bring together the best elements of Instagram and traditional paper news sources, The Brighter Times features 18 articles divided into different categories, from “Stories on the bright side” and “Real Life Heroes” to “Good Business” and “Tank’s Picks.”
It’s being distributed in 10 cities through pop-up newsstands.
“We’ve identified news fatigue as a real issue and have addressed it through amplifying good news in unique ways. In creating our own newspaper, we also did it in Mike’s style—integrating internet culture and unexpected surprises to make a statement in a way that resonates with our audience,” said Sanjiv Gajiwala, Senior Vice President of Marketing, Mike’s Hard Lemonade Co.