Home > Uncategorized > Product Placement: Mike’s Hard Lemonade

Product Placement: Mike’s Hard Lemonade

On a hot summer day, there are few things more enjoyable than kickin’ back with the homies, shootin’ some hoops, checkin’ out the babes and suckin back a cold six pack of Mike’s Hard Pomegranate Punch–twist offs.

That probably doesn’t sound entirely natural, and for good reason. My point is that it’s difficult to think of a product with more of a challenge in promoting manliness than Mike’s Hard Lemonade.

Sure, they taste great. They offer an assortment of tantalizing flavors from black cherry to mango punch. And as demoralizing as it it to admit, they are quite refreshing. The mixture of carbonation and fruitiness reminds me of the days when I would throw down three or four All-Sport thirst quenchers in one sitting. The bubbly burn of an ice cold Mike’s traveling down my gullet is the stuff dreams are made of.

Despite all this, I would rather be caught dead than show up at a social gathering wielding a case of Mike’s. It’s simply the perception of the product; no matter how hard Mike tries to convince us of his drink’s ultimate masculinity, the charming taste of fresh fruits and berries remains. The tangy essence of Mike’s will always be grouped in the same womanly-beverage category as wine coolers, Zima, Twisted Tea, and Smirnoff. And although at one point there were Bros Icing Bros, it was all done in jest.

The simple fact: Beer is manly, lemonade is not. Men will never sit down at the dinner table after a long day of work, tie and shirt disheveled and undone, ready to dig into a t-bone steak and baked potato, all washed down with a nice, crisp Mike’s Hard. Would Stone Cold Steve Austin ever crack open two Mike’s Hard Lemonades while high atop the turnbuckle,  firing up a sold out arena? Would Doc Holliday ever kick back 10 shots of Mike’s Hard Peach before a showdown at the OK Corral? It’s just not in the cards. Fruity, carbonated alcohol is simply not written into the male DNA.  “Lemonade for Grown-Ups,” the slogan reads. Is that supposed to make us feel at ease?

Make no mistake: Mike’s Hard is tasty. But trying to convince men that this is merely a sweet and sugary alternative to beer is ludicrous. Sell it to the ladies and then go get me a Pabst. And make it snappy!

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Categories: Uncategorized
  1. An Idiotic Consumer
    August 16, 2010 at 2:28 am

    Any drink that is normally supposed to be slammed down onto a table, losing half of its contents in the process, has to be manly…right? And the guys in the commercial were on a golf course…that’s pretty manly too. Well if Mike’s isn’t manly then there’s no way I’d ever know…those guys in the marketing department sure do a great job.

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