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Mike's Hard Seltzer: The Fanny Six-Pack
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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 this 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.
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