Top soda brands hired Saturday Night Live Director for an interesting new global event.
Mike's Hard Seltzer teamed up with creative network FCB New York to launch a new slogan and advertising campaign that is refreshing, aimed at building a brand and distinguishing this new product in the UK.
Mike's Hard Seltzer is a new type of alcoholic beverage that provides maximum taste and refreshing while reducing calories. Mike's uses real fruit flavors, vegan and gluten-free, and has a strong flavor. It is essentially an alcoholic soda without artificial sweeteners that you might find in other ready-to-drink beverages. Hard soda is one of the biggest trends in the beverage market in recent years, and this trend will continue to soar as people look for light and refreshing beverages this summer.
The event was created in collaboration between FCB New York and FCB Inferno. These films are directed by Mike Bernstein, and their impressive portfolio includes comedy parody, including work for companies such as Saturday Night Live, Funny or Dead, and Comedy Central Works, just to name a few. The agency is particularly looking for a director who can maintain the brand's spirit of being authentic, interesting and not working hard. Mike's style, sense of humor and director's vision are in perfect harmony with these values.
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Each of the three main attractions introduces an interesting invention that aims to solve an obvious problem by making summer drinking easier and more refreshing: Vacooler sucks your deck while providing you with a microphone, Fanny Six -Pack cooler (this is a stray pack in the UK) to hold your microphone when your hand is full, and a Can-noodle with your microphone pot on hand by the pool.
The event originated from the idea that when you consider all the stupid things people create (non-hovering hoverboard, silent disco), it took us so long to make Mike’s Hard Seltzer: a simple and alcoholic, The real fruit flavor and the delicious blend of soda water. When you think about it, really, it is refreshingly obvious.
Mike Bernstein said: "I really want to be 100% committed to providing the same authenticity as the cans themselves for every absurd invention that is the conveying mechanism of Mike Hard Seltzer. This means no matter how stupid they are. , Everything must really work for the camera. Humor is credibility. Hope people laugh at us for putting so much effort into making these interesting things a reality, and deep down, they kind of want one. I feel very much Proud that if someone is unhappy, they can't really buy them. This is an interesting way of working because these ads are actually aimed at Mike's Hard Seltzers, a bit like the product in the product. This is a real Russian doll situation. "
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Gabriel Schmitt, Chief Creative Officer of FCB New York, said: "We are always looking for insights that can touch the audience and the entire culture. When the Zers generation wants to come up with refreshing and obvious things, it will get better. Just like Mike's hard work. It’s the same as soda."
Anheuser-Busch InBev Global Marketing Director Caitlin Partridge (Caitlin Partridge) added: "Mike is a brand that never tries too hard. Our Hard Seltzer is a refreshing blend of soda, alcohol and real fruit flavors. In fact. It’s not complicated. But many people still don’t know what Hard Seltzer is, so we hope this event can help build this understanding and introduce our audience to the playfulness of this brand. Never take yourself too seriously. personality."
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