MIKE'S

Expanding its portfolio to alcoholic beverages other than beer, Ambev launched Mike's in Brazil. We work on the communication and strategy of the brand that came from the USA and stepped into Brazilian territory.

Mike's is a hard seltzer, but hard seltzers hold no meaning for Brazilian consumers and are often perceived as a new option for regular canned drinks. To create distinction and cultivate perceptions of quality, we used a fun, young, and authentic communication style to educate customers about the product and the occasions suitable for consuming it. Additionally, we developed a unique personality for the brand to set Mike's apart from other brands in the market.