Drinking age males are inundated with alcohol ads everywhere they look. Most take the same approach which are ads that aren’t ownable to their brands or don’t drive immediate consumption. As the AOR for Mike’s HARDER Lemonade, we’ve taken a unique approach to alcohol advertising by fueling what’s next for millennials in a bold and unconventional way.


  • Lead Brand Creative
  • Experiential
  • Social Long Form Content
  • Branded Content
  • On-Premise Sampling Activation
  • Demographic Research
  • POS
  • Retail trade collaterals
  • Website Design/Development


Mike’s Harder Lemonade

No apologies. No regrets.
No problem.

As the edgy, bold member of the Mike’s Hard Lemonade family, the Mike’s HARDER brand needed to establish a unique personality that was as surprising and unconventional as the drink itself.

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Mike’s Harder Lemonade

Harder | Owning a Category

The campaign is based on the tagline: What’s Out There Starts Here. The work leverages hints of danger and an infectious energy to position Mike’s HARDER as the definitive drink of the night and its endless possibilities.

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6515 W Sunset Blvd
Hollywood, CA 90028