Mike’s Hard Lemonade is joining the animated fruit trend. While a Gallup survey shows just half of 18-24-year-olds say they’re drinking alcohol, there is growing consumer interest in dirty sodas—and animated talking fruits—which the brand is hoping to keep up with in their new campaign for Mike’s Dirty Lemonade. Campaigns like these are surely planned long in advance, but the trio of unfiltered lemon personas seem to have arrived at a perfect moment. YPulse told you just last week about Gen Z’s latest obsession with the AI-generated soap-opera style series of anthropomorphic fruits on TikTok. And Gen Z’s obsession with dirty sodas—sodas mixed with syrups and even creamers popularized by soda-fountain chain Swig and influencers on social media—is nothing new. Even as younger adults are drinking less in the way older gens did, they still pay attention to shareable, culturally relevant marketing and new products, and this one helps embody the brand’s identity as fun and culturally in-tune. (Marketing Dive)
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