Mike’s Hard Lemonade announces a summer campaign—The Brighter Times—to celebrate the third year of its “Drink on the bright side” mantra. The Brighter Times, created to combat ongoing news fatigue and instead remind people of the joy-spreading potential of good news, taps into storytelling mediums like AI and digital to deliver happy news and smile-inducing content.
The campaign consists of a multi-platform, tech-centric partnership with The Washington Post’s creative agency, WP BrandStudio, and activation with influencer Tank Sinatra of Tank’s Good News. The Brighter Times kicks off with today’s one-day WashingtonPost.com S (ad) Blocker homepage takeover that “blocks” negative news and directs readers to positive stories on the site.
“We’ve introduced innovative ways to deliver happiness for the last 20 years, and every year we find new sources of joy to connect with mike’s drinkers everywhere,” said Sanjiv Gajiwala, Senior VP-Marketing, Mike’s Hard Lemonade Co.
Details of The Brighter Times campaign include:
— The Washington Post Homepage Ad Takeover & Joy Experiment Pop-up – In addition to the WashingtonPost.com S(ad) Blocker homepage takeover, Mike’s and WP BrandStudio are collaborating on a first-to-market research experiment that uses facial and emotional recognition software to dive into the impact of good news. The two will also harness artificial intelligence at a pop-up experience hosted in New York City in June where attendees will use facial recognition technology.
— Bringing Brighter Times to Local News – In a small market takeover, Mike’s identified North Platte, Nebraska to receive its own customized happy news. The brand will share its appreciation and gratitude for the close-knit community of North Platte by “interrupting” local news programming to deliver ad spots in the form of good news happening around the town.
— Happy Feed Consumer Activation – To deliver happiness to people across the country, Mike’s is installing bright yellow newsstands nationwide. These newsstands will contain free newspapers with positive, smile-worthy stories curated in partnership with Tank’s Good News, for the cities’ residents and visitors to take.