Mike’s Hard Lemonade Co. launched a limited-edition lemonade six-pack and sponsorship of regional pop-up experiences to celebrate and amplify happiness across the nation. The pop-up experiences are conducted by and for the benefit of DTLA Film Festival, a nonprofit organization.
Designed to spark laughter and inspire good times, each new six-pack has a Snapchat that unlocks a comedic world where people can tell their funniest jokes and enter to win the Mike’s Hard Lemonade Happy Weekend Giveaway.
In addition, consumers will be able to experience epic amounts of joy in New York, Los Angeles and Chicago through the Bright Side, a three-day pop-up smile factory comprised of larger-than-life activations inspired by study findings on the causes of happiness.
“For our fans, happiness is a social language. By leveraging Snapchat, we can engage with mike’s drinkers on one of their favorite platforms while creating a truly immersive and shareable experience,” said Sanjiv Gajiwala, Mike’s SVP-Marketing. “The whole idea behind the new six-pack and sponsoring the Bright Side events came from a simple question we asked ourselves: ‘How can we heighten happiness this summer in an extraordinary way?'”
Mike’s Hard Lemonade Co. introduced the “Drink on the bright side” campaign in 2017, when the brand pivoted its marketing strategy to target the millennial male through content focused on joy, laughter and good times. In addition to the limited-edition packaging, the brand is taking the bright side to the next level this summer through a 360-degree marketing campaign consisting of new digital spots and fresh, unexpected media initiatives including the Snapchat integration Wavemaker and additional iterations of Mike’s Bright Side brought to markets across the nation from G7 Entertainment Marketing.