• by Teresa Buyikian , Yesterday

Mike’s Hard Lemonade’s new brand ambassadors go hard, harder and even dirty, in a character-filled effort.

The “Made with Real Character” platform and campaign stars three animated lemons:  Sonny, Cal, and Tina, who are “bold, zesty, and a little rough around the edges but unapologetically themselves,” according to the brand. The platform is intended to connect with Gen Z, which the brand says are “increasingly drawn to what feels genuine, unfiltered, and true to self — making character, not perfection, the new standard.”

Tina’s :06 spot, seen here, shows the sassy animated lemon talking about how she can go “hard” while posing with a can of Mike’s Hard Lemonade, go “harder” showing a can of Mike’s Harder Lemonade, or “get dirty” with the brand’s new Dirty Lemonade. A similar spot starring Cal, seen here, shows the character “hard,” “harder” (now dressed in biker gear) and “dirty” (wearing a grape costume).

“We're ushering in a new era for Mike's that reflects how people want to show up today,” said Kevin Brady, vice president of marketing, Mike's Hard Lemonade, in a release. “This is about embracing individuality and creating something that feels real — in every sense of the word.”

The campaign also introduces the brand’s new “dirty” lemonades, inspired by the dirty soda trend, which are a “smooth, non-carbonated take on hard lemonade that blends unexpected flavors with a do-it-your-own-way attitude.” New flavors now available nationwide include the Dirty Lemon Secret, Dark Cherry Brew, Very Berry Grape and Pineapple Haze.

The campaign, created with VCCP, roll outs this month across digital, social and streaming, and can be seen via the brand’s socials @MikesHardLemonade. The effort will also be supported by real-world activations across the U.S.