Over 21 years ago Mike’s dreamed of making amazing tasting and refreshing beverages for their friends. With the explosive growth of the RTD category the sweet flavour of these products allowed them to tap into consumer desire for indulgence, with the zesty, nostalgic flavours of an American classic. Mark Anthony engaged Trinity to refresh the brand to make it more relevant to their core consumer and the newer Millennial and GenZ consumers.
Trinity brought the brand back to the origin of its DNA and “The Joy of Lemonade” brand purpose was developed. Embracing Mike’s powerful yellow and black equities drove a distinctively bold look and feel that informed everything from a cleaner, brighter and more natural visual approach, to the real fruit taste, communicated by the freshly picked fruit illustrations and natural texture. A new packaging architecture was introduced to relaunch the Seasonal offerings while creating flexibility and flare yet retaining the core Mike’s equities.