Insights, Strategy and Communications Come Together for Mike’s Hard Lemonade
– Long-term partnership with Kelton reinforces brand essence and drives campaign messaging –
LOS ANGELES, May. 30, 2013 /PRNewswire/ — Mike’s Hard Lemonade, the unconventional ready-to-drink alcoholic beverage brand, launched its latest campaign “Never Not a Good Time” to media buzz and fanfare last week. The multi-platform, integrated campaign featuring Coolio and Martin Landau was created by advertising agency Grey New York, based on insights by Kelton, Mike’s long-term strategy partner.
“It’s so fulfilling to see a brand that we’ve been working with since the beginning get to the point where it’s truly an American beverage icon” said Tom Bernthal, CEO of Kelton. “And this campaign is the culmination, where we get to be strategic, but stay true to the Mike’s voice.”
As its insights and strategy agency of record, Kelton has partnered with Mike’s on key brand initiatives for over a decade, ranging from innovation and product development to customer segmentation and package testing. Our recent brand positioning study evaluated positioning concepts through a mixed qualitative/quantitative approach, helping develop the messaging frameworks behind the campaign.
“Kelton’s strategic counsel and research truly helped us find the right tone for our brand and the key consumer insight behind this campaign,” said Sanjiv Gajiwala, director of marketing for Mike’s Hard Lemonade. “For years, they have been are our trusted partners throughout the creative development process.”
Launched just in time for summer, the quirky campaign challenges the brand’s target audience to consider drinking a Mike’s beverage for any and every occasion, reinforcing its “Never Not a Good Time” tagline. In an effort to continuously evolve its product lineup, the brand recently launched its mike’s® authentic shandy(TM) and mike’s hard(TM) Smashed Apple Cider beverages, increasing its appeal among both male and female audiences. For more information on the “Never Not a Good Time” campaign, visit www.facebook.com/mikeshardlemonade.
Kelton is a leading global insights and strategy firm with offices in Los Angeles and New York, serving as a partner to more than 100 of the Fortune 500 and thousands of smaller companies and organizations. Utilizing a wide range of customized, innovative research techniques and staff expertise in marketing, branding, PR, media, business strategy, and design, Kelton helps drive our clients’ businesses forward. For more information about Kelton, please visit www.keltonglobal.com.
About Mike’s Hard Lemonade
Founded in 1999, Chicago-based Mike’s Hard Lemonade Co. defined the $1.7 billion dollar flavored malt beverage category with the introduction of its ground breaking mike’s hard lemonade®. mike’s® product line is comprised of premium malt beverages including mike’s hard lemonade®, NEW mike’s hard lemonade® FROZEN, NEW mike’s® authentic shandy(TM), NEW mike’s hard(TM) Smashed Apple Cider, mike’s HARDER lemonade®, mike’s HARDER® punch and mike’s classic margarita((TM)). For more information, visit www.mikeshard.com.