August 12, 2009
by Canadian Packaging Staff
A packaging re-design of Mike’s Hard Lemonade by Anthem Worldwide, a Schawk Strategic Design Company has garnered the beverage maker an increase in sales.
Mike’s Hard Lemonade is a Canadian-based corporation, with its head office in Vancouver featuring a beverage mixture of lemonade made with real lemon juice and premium vodka.
“For the past 12 years, the marketing world has created an industry around hip, rule-breaking brand introductions,” said Anne Dean, managing director of Anthem’s Toronto office. “By building on the energy of this authentic and original breakthrough brand, we re-designed the packaging to strengthen the core visual equities of Mike’s Hard Lemonade.
“This enabled the brand to realize sales lift, demonstrating the power of compelling packaging. It also reinforces the power of packaging as the ultimate consumer touchpoint. If your brand’s package can engage shoppers and breaks through at shelf, it has the power to turn shoppers into buyers.”
Anthem helped craft a sense of authenticity, character and individuality for Mike’s Hard Lemonade by evolving and focusing on key brand equity elements, such as “Canadian original” and that the beverage is made with “all natural flavours”, which differentiate it from the rest of the category.
“In our competitive industry, speed to market is crucial,” said Chris Pfeifer, director of marketing, specialty beverages, of Mark Anthony Group Inc., parent company to the Mike’s Hard Lemonade. “Anthem’s fresh, evolutionary and contemporary design expressed the true values and character of the Mike’s Hard Lemonade brand and enabled us to take this project from brief to shelf in just 16 weeks.”
Continued Pfeifer: “Anthem’s understanding of the core essence of the brand and key consumer insights allowed them to quickly establish credibility with the brand. Since the new design was launched, sales for these Mike’s Hard Lemonade products at the Liquor Control Board of Ontario (LCBO), have been ‘outpacing our competitors’ by a margin of 10 to 20 percent, most of which we attribute to the new packaging.”