mikes
hard
lemonade.
The strategy :
Expand Mike’s consumer base by making Mike’s relevant to bilingual, bicultural Hispanic Millennials; increase conversion rates via sampling events; increase sales in test markets, and grow distribution.
the execution.
We focused on the U.S. Hispanic Millennials. They are younger than the general market Millennials and learning about new brands/products is entertaining for them. They prefer shopping, dining and celebrating with friends and family, 62% are highly culturally connected, 85% speak Spanish at home, and Hispanic Millennials have a powerful connection to their culture.
Hispanic Millennials enjoy the benefits of two cultures and are strongly attuned to Hispanic culture via family, traditions, food, music, language, media and social activities. Culture drives their purchasing decisions.
We developed a fun, energetic campaign, relevant to the target group, that combined the essence of Mike’s brand personality and the spirit of the Hispanic Millennial. Mike's Hard Lemonade is a refreshing mix of lemonade and alcohol, a beverage so refreshing we had to invent our own words to describe it by creating the right “mix”, similar to our Millennial target’s bicultural/bilingual mix, combining Spanish and English or Spanglish.
We engaged our target group via their unique consumer touch points using Spanish radio, out-of-home, digital, social media, and in-store POP and activations.
customer experience (CX/UX)
qualitative research recruiting
traditional & online focus groups
mini-groups/triads/dyads
one on one interviews (idi’s)
celebrity/spokesperson research
mystery shopping
ethnographies
online qualiboards
online video idi’s
social listening
the results.
All objectives were achieved, and several were surpassed. Expansion into several new markets is in process and plans are in place to 'multiculturalize' the brand as a whole. Refreshtástico!
