Jose Aguirre, Creative Director
What do you get get when Mike’s Harder Lemonade, Fox Studios and Deadpool 2 team up? You get a blockbuster campaign that boosts the brand’s presence beyond product placement in the film.
In the months leading up to the movie’s launch Mike’s Harder released limited edition cans and packaging featuring Ryan Reynold’s anti-hero alter ego. We create a robust campaign, producing retail POS materials, out of home, paid digital and social media posts. Our goal was to take it beyond retail shelves and into popular culture.
We created an amazing experience that transported consumers straight into the movie, the Sister Margaret’s Pop Up bar. Two of the coolest underground dive bars were selected and given a Harder edge. The scene was set with custom coolers to display the product, a cast of movie accurate cosplayers and adorned with Easter eggs to reward super fans.