Our history of igniting transformation and birthing many enduring brands is a constant reminder of why we love our work. While we can’t share all of the wonderful experiences that have shaped our legacy, here are a curated few.
We created Mike’s Hard Lemonade as an alternative to existing beer, cider and cooler brands, and in doing so, created an entirely new product category – hard lemonade. This innovation was based on insights collected about the core consumer group, including key behaviour traits and attitudes. We learned that consumers were tired of corporate messaging and bored with generically colourful packaging. Instead, we took an opposite approach and chose to engage people through storytelling that wasn’t too obvious or literal. The result: a winning product that remains a top seller today.