Mike’s Hard Lemonade works to connect with male millennials

In a play to resonate better with male millennials, especially 25-29 year olds, Mike’s Hard Lemonade and The Annex, an agency powered by Havas Chicago, has created “Drink on the Bright Side.”
In this campaign, they employ comedy to try and distract viewers from the negativity that fills T.V. and the internet.
“We changed it up because Mike's needed to be more relevant to millennial male consumers,” said Jason Peterson, chairman & chief creative officer, Hav