Younger adults in South America like sweet alcohol. They’re 600% more likely than other adults to seek out an alternative to beer. Sounds like an easy opportunity for mike’s Hard Lemonade, right?

Unfortunately, mike’s is competing against a growing list of beer alternatives: the global Ready-to-Drink alcohol market is predicted to grow at a CAGR of 11% by 2030.

To win in an increasingly crowded beer alternative category (and to compete against beer brands themselves), mike’s needed to fulfill two key objectives in South America:

Meaningfully differentiate mike’s taste credentials from those of other RTD brands

Recruit reluctant beer drinkers 18–24

We wanted a track that feels like it plays in the giant head of our main characters. It should provide a contrast to the party they are in, and make the viewer long for the simple fun offered by our vodka and lemonade beverage.

Nothing to overthink, a drink that the main characters can proudly drink and enjoy. The track needed to be catchy, while working with the absurdity of the prop comedy in the spot.

Mike’s Bobbleheads have been on the air in South America and it’s already helped mike’s intrigue younger drinkers.

Google searches for mike’s have more than doubled in South America in the days since Bobbleheads went live, and mike’s social impressions and daily social mentions are up 13% and 5% respectively in the markets that launched the campaign.

We look forward to winning over more reluctant beer drinkers as the campaign continues to grow.