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Mike's Hard Seltzer has teamed with creative network FCB to launch a new tagline and advertising campaign, 'Refreshingly Obvious', designed to establish the brand and differentiate … read morethis new product in the UK. Mike's Hard Seltzer is a new type of alcoholic drink that provides maximum taste and refreshment with reduced calories. Mike's uses real fruit flavours, is vegan and gluten free and is full of great flavour. It's essentially an alcoholic sparkling water, without the artificial sweeteners that you might find in other ready-to-drink beverages. The hard seltzer trend is one of the biggest that the beverages market has seen in recent years and is set to continue to skyrocket as people look for a light, refreshing beverage this summer. The campaign was created by FCB New York in collaboration with FCB Inferno. The films are directed by Mike Bernstein, whose impressive portfolio ranges parody through comedy and includes work for the likes of Saturday Night Live, Funny or Die, and Comedy Central, to name a few. The agency specifically sought a director who would align with the brand's ethos of keeping it real, having fun, and not trying too hard, and Mike's style, sense of humour, and directorial vision aligned perfectly with these values. Each of the three main spots introduces a playful invention designed to solve an obvious problem by making summer drinking easier and more refreshing: the Vacooler which hoovers your deck while serving up mike's, the Fanny Six-Pack cooler (that’s a bum bag in the UK) to hold your mike's when your hands are full, and the Can-noodle, which keeps your mike's cans at hand by the poolside. The campaign was born from the idea that, when you consider all the dumb stuff people have created (hoverboards that don't hover, silent discos), it's a wonder that it took this long for us to make mike's Hard Seltzer: a simple and delicious blend of alcohol, real fruit flavour, and sparkling water. When you think about it, really, it's refreshingly obvious.
read less...AB INBEV
Global VP Beyond Beer: Thiago Zanettini
Global Marketing Director Mike’s: Caitlin Partridge
VP Beyond Beer Europe: Adrien Mahieu
Marketing Director Beyond Beer Europe: Aina Fuller
General Manager Mike’s UK: Marie Fukuura
Marketing Manager Mike’s UK: Alexandre Welens
FCB New York
Chief Strategy Officer: Todd Sussman
Director Strategic Planning: James Friedman
Strategic Planning Director: Jamie Rutherford
President: Emma Armstrong
SVP, Group Account Director: Amy Ekins
Account Director: Pamela Natale
Account Supervisor: Laura Traflet
Account Executive: Logan Butler
Senior Project Manager: Joanna Groom
Director of Integrated Production: Adam Isidore
Producer: Brian Schierman
Producer: Pim Leeuwenkamp
Director of Business Affairs: Janice Katz
Senior Production Talent Manager: Janet Marone
FCB Inferno
Managing Director: Katy Wright
Account Director: Jack Steer
Account Manager: Naomi Hallam
Integrated Strategist: Sam Zamani
Co-Design Lead: Sarni Strachan
Producer: Russell Mallows
Producer: Sabrina May
Production
Production Manager: Christine Park
Production Coordinator: Joseph Kim
Music
Music provided by: JSM Music
CEO/CCO/Co-Composer: Joel Simon
VP/Executive Producer: Jeff Fiorello
Co-Composer: Andrew Ybanez
Co-Composer: Gregory Jenkins
Producer: Norm Felker
Producer: Andrew Manning
Producer: Sharon Cha
Post Production
Post-Production Company: Secret Guy
Editor: Bill Cramer
Colourist: Matthew Rosenblum
Flame Artist: Graham Holly
Sound
Sound provided by: Lord + Thomas
Executive Producer: Celena Mossell
Senior Producer: Alex Bartczak
Audio Engineer: Batsi Zesaguli
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