Mike's Hard Lemonade (not just a ballpark refreshment for kids mind you) has gotten back on the advertising wagon after a few year lull.
Much like their past efforts, MHL is targeting the "tough guy" demographic which is reflected in the (lack of) substance of their advertisements. Gumisnotasnack.com spoke to Mack Holden, chief marketing officer of the World Wide Web about this strategy. "Mike's Hard Lemonade's new marketing is an apparent contradiction because of the lack of reality distilled into the efforts. My 15 year old daughter wouldn't even be caught dead drinking Mike's, as research shows that 84% of Mike's consumption is by the 8-11 female demographic." Mr. Holden and his firm, known simply by most as, 'the internet,' also found that there is no empirical or verifiable evidence of Mike's Hard Lemonade consumption by the following groups:
-Construction workers
-Factory Foremen
-Tough guys
-Frat boys
-Human beings over the age of 14
The contradictory efforts become even more convoluted once the advertisements are actually viewed. The essence of the execution above is ostensibly aimed at detracting any yuppie-girly-men, the type who drink soy milk (or are lactose-intolerant for that matter, as that is an apparent sign of 'sissy-tude') from consuming the beverage. This effort would be well and good, if not for the insertion into both the product line and advertisement, of Mike's Light Hard Lemonade.
A brief analysis of the selling message yields the following: It is ok to worry about caloric intake (and ostensibly body-image, blood sugar, et al.) but if you drink soy milk, back off buster, this product is not for you.
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