""We're ushering in a new era for Mike's that reflects how people want to show up today. This is about embracing individuality and creating something that feels real - in every sense of the word.""
""Gen Z is increasingly drawn to what feels genuine, unfiltered and true to self - making character, not perfection, the new standard.""
Mike's Hard Lemonade introduced the 'Made with Real Character' platform, emphasizing individuality and authenticity. The campaign features three unique lemons, symbolizing the brand's character. It targets Gen Z, who prefer genuine and unfiltered experiences. The centerpiece of the launch is Mike's Dirty Lemonade, a non-carbonated drink inspired by the dirty soda trend, available in four flavors: Dirty Lemon Secret, Dark Cherry Brew, Very Berry Grape, and Pineapple Haze. The initiative aims to reflect contemporary values of self-expression and realness.
Read at Bevindustry
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