• by Larissa Faw , May 8, 2018

Mike's Hard Lemonade and its agencies are supporting the beverage brand's limited-edition lemonade six-pack — which launched May 3 — with a campaign that plays off the Mike's "Drink on the bright side" tagline.

Havas Formula is supporting the brand across three cities for a three-day Bright Side pop-up smile factory comprised of larger-than-life activations inspired by study findings on the causes of happiness. In addition to cotton candy trees and photo booths, comedian Matthew Broussard, in New York, will close each night with a stand-up performance (that’s May 10-12).

The pop-up in L.A/ runs June 7-9 and the one in Chicago June 28-30. 

Media shop Wavemaker helped to develop limited-edition packaging that invites aspiring comedians and professional jokesters alike to submit a joke through the Snapchat Snapcode found on the six-packs for a chance to win a Happy Weekend Getaway, along with a friend. Once the code is scanned, the user can experience a "whimsical world" created by Mike’s in the World Lens mode.

In the platform's selfie mode, the user can share his/her joke(s) that’ll "guarantee a laugh" with @mikeshard to be entered through July 1. 

Video from The Annex appears across the Internet and TV that features meme-inspired content based around happiness. The three TV spots include the “Top 40 Banger" that shows three individuals finding their karaoke session elevated to an epic ’80s-inspired music video with the help of Mike’s. Have a look here.

There also five new online spots appearing across a variety of digital channels. These videos are complemented by content activations from Wavemaker that include a partnership with Imgur to give people the chance to vote on the site’s happiest content as well as customized Spotify ads that will play between 4 and 7 p.m. each day to target regional promotions.

The campaign will also target commuters with a takeover of New York ferries and a "tilting-lemon activation" on Chicago Transit Authority's Headhouse.

And as part of a social advocacy component, Mike's teamed up with the United Service Organization (USO) by donating $250,000 to it. Throughout the summer, Mike’s will sponsor the “Bright Side Comedy Tour,” which will visit military bases, and G7 Entertainment Marketing will help develop Mike’s Bright Side activations at each event. 

Mike’s associates will also partner across the country to create and send Mike’s-themed care packages to "brighten smiles" of troops overseas.

Mike’s Hard Lemonade originally introduced the “Drink on the bright side” campaign — created by The Annex, an agency under Havas — in 2017, when the brand pivoted its marketing strategy to target the Millennial male through content focused on "joy, laughter and good times."