In the ever-evolving landscape of advertising, breaking through the clutter and capturing audience attention has become increasingly challenging. In Peru, where advertising often treads cautiously around humor, Mike’s Hard Lemonade, the leading ready-to-drink brand, is taking a bold step forward. Teaming up with the creative agency Fantástica, they’re on a mission to challenge the status quo and inject a dose of much-needed humor back into the advertising scene.
For years, the advertising landscape has been marked by a cautious approach to humor, often tiptoeing around sensitive topics and opting for safe, predictable content. But Mike’s Hard Lemonade, renowned for its authenticity and playful spirit, is flipping the script. Together with Fantástica, they’re embarking on a campaign that dares to push boundaries and break free from the constraints of conventional advertising.
At the heart of this groundbreaking campaign is a simple yet ingenious idea: leveraging outdoor advertising space to deliver humor directly to consumers. Using QR codes strategically placed on billboards and other outdoor media, the campaign invites passersby to scan and unlock a world of witty, irreverent messages. It’s a refreshing departure from the usual static ads, offering a dynamic and interactive experience that resonates with the target audience.
“We wanted to do something different, something that would cut through the noise and capture people’s attention,” says Alejo Gómez, creative director at Fantástica. “Humor has always been a core part of Mike’s brand identity, so it made perfect sense to harness that humor in our advertising campaign.”
The campaign isn’t just about getting a laugh; it’s also about reinforcing Mike’s Hard Lemonade’s position as the drink of choice for young, fun-loving consumers. By highlighting the brand’s functional attributes while injecting a healthy dose of humor, the campaign aims to appeal to a wide audience, particularly those aged 18 to 35.
Carolina Ávila, Beyond Core Marketing Head of Backus, the parent company of Mike’s Hard Lemonade, emphasizes the campaign’s disruptive approach. “We wanted to shake things up, to challenge the status quo,” she says. “With ‘Break the Filters,’ we’re inviting consumers to embrace life without constraints, to let loose and enjoy themselves.”
The campaign is more than just a series of clever billboards; it’s a multi-channel experience designed to engage and entertain consumers across various touchpoints. From social media activations to experiential events, Mike’s Hard Lemonade is pulling out all the stops to ensure the campaign leaves a lasting impression.
“We’re excited to see how people respond to the campaign,” says Gómez. “We’re confident that it will resonate with our target audience and reinforce Mike’s Hard Lemonade’s position as a leader in the market.”
So, if you’re tired of the same old boring ads and ready for a breath of fresh air, join Mike’s Hard Lemonade in breaking the filters and bringing back the humor to Peruvian advertising. Scan the QR codes, unlock the laughs, and let’s toast to life without restrictions. Cheers!
