To differentiate from competitors, which tend to play up the "experience" of drinking, the new Mike's Hard packaging plays up the beverage’s “all natural flavours” and the fact that it’s a “Canadian original.” “We went back to the heart of what consumers knew,” Dean says.
Anthem also modified the Mike’s logo, while maintaining the “hand-scripted” look of the original. “We’re trying to personalize the brand,” Dean says. “It’s all about Mike telling you a story.”
Anthem turned the project around in 16 weeks. Chris Pfeifer, director of marketing, specialty beverages, of Mark Anthony Group Inc., claims that since Anthem's redesign, “sales for these Mike’s Hard Lemonade products at the Liquor Control Board of Ontario, or LCBO, have been outpacing our competitors by a margin of 10 to 20 percent, most of which we attribute to the new packaging.”
|Mark Busse says:|