Mike’s Hard Lemonade Ads
Whenever I watch commercials I always try to imagine the group of people who decided to sign off on this commercial. At some point this group received feedback from either their customers, their superiors, or purely through divine intervention. The feedback told them exactly how their customers felt or what they were saying about their particular brand. Let's take Mike's Hard Lemonade for example. For those of you unfamiliar to MHL I suggest you run down to the nearest market and buy a 6 pack and take a swig of this lemony, sugary malt beverage. It's not half bad!
Back in 2001 USA Today took a poll on what people thought of several ad campaigns
(MHL included). Mike's Hard Lemonade took a BRUTAL BEATING back then. Here is the article. where the brand is just taken to the gutter.
Here is one of the ad spots from that particular campaign: guy loses leg and then gets over it because buddy offers to buy a Mike's. There were those online who disagreed with the public and thought it was great: Drew Babb & Associates top 100. You have to love how the honesty of the masses compares very much so to the image of a smaller devilish version of yourself whispering into your left ear all the while an angelic counterpart, standing near your right ear, heartily disagrees with everything you heard earlier. Love it or hate it, these commercials are here to get you off the fence and start talking about them.
In 2002 they had a guy in front of a computer with a second head growing out of his shoulders. I'll track down the commercial later. Sorry everyone.
Fast forward to today and Mike's Hard lemonade has come up with their best ad campaign yet. Basic premise: large man whose ideas get turned down ALL THE TIME. Commercial. There's just something about a very happy and clueless, large man who pitches his ideas with conviction. Unfortunately every pitch he throws is a slow ball over the plate ready to get smacked like some sort tee ball practice for any Major Leaguer. His ideas just get slammed... and I love it more and more.
I still have a hard time figuring out what these commercials are trying to say about their customers. I must already be buzzing off a pack of these things so perhaps the message was just meant to get lost in the buzz.
February 14th, 2009 - 20:59
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