Mike Tyson Adds Fizz To New US ‘It’s Mike’s’ Campaign For Mike’s Hard Lemonade Seltzer

‘Iron’ Mike Tyson stars in humorous series of mid-March spots for Mike’s Hard Lemonade Seltzer called ‘It’s Mike’s’.

The national campaign, the first work from the brand’s new creative agency WorkInProgress (WIP), debuted on 14 March and was led by a television burst which ensured the brand had a significant presence during NBA games, NCAA March Madness and at The Grammys.

The series of spots, which run across high impact television moments and on paid and owned digital and social channels, features the former World Heavyweight Champion Tyson introduce the product with each ad taking place at an outdoor gathering and where someone grabbing the last Mike’s Hard Lemonade Seltzer from a cooler leads to an unexpected and humorous interaction with Tyson.

The campaign, which will run right through the summer, is the company’s biggest marketing launch to date and one which sees the brand invest more than $35m in media.

“Our entry into the seltzer category with Mike’s Hard Lemonade Seltzer is already off to strong start,” said Mike’s Hard Lemonade CMO John Shea. “We wanted a memorable way to launch this product. The inclusion of Mike Tyson allows us to reinforce our brand name and make consumers aware that Mike’s now has a hard lemonade seltzer,” continued Shea.

“Given the explosion of the category, we needed an ownable and unforgettable way to introduce Mike’s Hard Lemonade Seltzer,” added WIP Chief Creative Officer Matt Talbot. “And Mike Tyson delivered with his unexpected cameos,” continued Talbot.

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