Mike’s Hard Lemonade was getting left behind. With more drinkers reaching for craft beer, ciders, and the latest flavor-of-the-week, Mike’s needed to reassert its place in the summer rotation—without chasing trends or losing its edge.

Some people drink. Others optimize the experience. They trick out coolers, rig up Bluetooth speakers, and turn pool floats into full-service bars. For them, drinking is a lifestyle—one that rewards ingenuity, bold moves, and the occasional zip tie.

Mikehacks: Summer upgrades for people who know fun can always be engineered.

We turned Mike’s into the fuel for a season of smart, scrappy, ridiculous hacks. From a phone speaker made out of an empty can to a bike-powered blender, we built a content series that gave DIY culture a buzz-worthy twist.

Retail displays doubled as conversation starters—featuring working prototypes so fun store managers actually tried to steal them. And our Tumblr-powered hub made it easy to drop new hacks in real time, keeping the idea fresh all summer long.

To extend the movement, we partnered with creators who live for that “wait—what?” moment, building credibility and reach with the people who get it.

Boosted relevance with flavor-first summer drinkers

Sparked significant engagement across social

Elevated in-store presence with head-turning displays

Gave Mike’s a fresh role in summer culture: the shortcut to fun

Concept development, brand voice, and copywriting across all channels. Helped define the campaign’s tone, shape the hacks, and deliver content that made Mike’s feel clever again—without trying too hard.