This idea is relevant to the category because the brand improved many streets in real time. The experience of seeing something negative every day, and that a brand changed it for the good of the neighborhood, is a significant change. Also, Mike’s invited everyone to be part of the search process, so they can feel identified with the problem and understand that their street, and everything, can change if we add a little sweetness to things.

Mike’s is an alcoholic beverage brand made of lemonade and vodka. His core concept is “No yada yada” because the way it was done is as simple as the way he speaks. After two years in the peruvian market, it comes the moment to positioning in the consumer moments. His great competitor was beer, the favorite drink of all the parties. However, it was discovered that many young people are not happy with the bitter taste of beer and they are looking for a different taste. And how Mike´s has a characteristic sweet flavor, we decided to work an idea with that attribute, defining the concept as “Change the bitter for the sweet”.

Mike's Hard Lemonade is a drink that invites us to change the bitter for the sweet (referring to the bitterness of the beer). We decided to take that concept a little further.

That’s why we sweetened some graffiti with messages of hate around the city. Graffiti full of bitterness that only spread bad energy. We respect their original form to make a new colorful, joyful and cheerful graffiti. That’s how we not only change the face of the streets a bit, but also build billboards with a different purpose.

The people we are targeting, young people between 18 and 25 years old, see alcoholic beverages as an increasingly less attractive option. They value authenticity and are constantly searching for brands that understand them, that provide them entertaining content and any advertising; and above all, that they tell them things up front. They found pleasure in the music and urban art, gaming, entertaining content and also new products that help to reflect who they really are.

Their purpose is to be authentic and simple, but at the same time they want to highlight among their groups, causing a tension in themselves. Trying to look good in different situations and fit into the groups they seek to belong to, makes them not always be authentic and faithful to their way of thinking.

First, our followers helped us track the entire city by sharing the bitter graffiti from their block through Instagram stories. And once we selected the most offensive ones, graffiti artists sweetened them by illustrating a positive drawing on them.

In a few hours, the image of several streets changed in front of the eyes of the neighbors. We posted this in our social media in a video content and many Instagram reels that became viral. Then we appeared on the news and many journalists applauded the good deed by putting people's violence as a topic of conversation.

? We achieved $580, 000 in free press impacting +500,000 people in the first week.

? Engagement rate reached +106% versus benchmark.

? We only spent 3% of the annual budget on this action.

? We reached 3529HL at the end of 2021, 183% more than in September 2021(month prior to the campaign) and 85.7% more than the objectives set for the campaign.

? We managed to reach 22.6% MS in RTD Single Serve, +6.5 pp more than in the month before the campaign.

? Our growth was so important that we became the main promoter of the growth of the RTD category in Peru, making it reach its best figures since it began. The market increased 150% in HL and Mike's 395%.