Outlaw-Inspired Hard Lemonade Branding

Bob's Your Uncle Developed Assets for Mike's Hard Lemonade

Bob's Your Uncle developed the brand strategy, creative platform, packaging, and identity for Mike's Hard Lemonade — a company that is known to have helped create the ready-to-drink alcoholic beverage category in North America.

To amplify Mike's Hard Lemonade's presence on the market, Bob's Your Uncle positioned it as a joyful disruption to beer-dominated drinking culture, using a character-driven concept known as 'The Citrus Outlaw.' This creative direction portrayed Mike's as a mischievous rebel pursued for 'crimes of flavour.' The agency developed a comprehensive system that included mock crime-report television commercials with deadpan narration, outdoor advertising with wanted-style posters and police-tape aesthetics, and packaging with bold color blocking and distinctive visual language. Cheeky taglines like 'Lemons were hurt real bad in the making of this product' and 'An excellent source of vodka' also inject the project with humor.

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