Mike's Lemonade Hard Seltzer
Mike Tyson pitches for Mike's.

Mark Anthony Brands is spending $35 million on an ad campaign that features Mike Tyson pitching for Mike’s Hard Lemonade Seltzer. Ads will run heavily throughout NCAA’s March Madness basketball tournament.

AdAge reports the campaign will also include the 63rd Grammy’s Awards event, airing Sunday, March 14, on CBS affiliates. Joining heavyweights IBM, MasterCard, and Facebook/Instagram, Mike’s Hard Lemonade Seltzer ads play on the fact both are named Mike.

“Ooooh. The last hard lemonade seltzer. So crisp and refreshing. Whose is it?” asks a young man spotting a lonely can of Mikes Hard Lemonade Seltzer in a bucket of ice. “It’s Mike’s,” says an observer. “I can see that. But who’s is it?” The retort, “It’s Mike’s” continues.

Celebrity Trends

As the hard seltzer competition heats up, brands have increasingly paired with celebrities to stand out from the crowd. Recent endorsements have come from other heavyweights, including Luke Bryan, DJ Khaled, Don Cheadle, and Megan Fox.

Gordon Ramsay and Travis Scott have launched hard seltzer brands. Ramsay’s Hell’s Seltzer launches this year in flavors that include Berry Inferno, Knicker Twist, Mean Green, and That’s Forked. Cacti hard seltzer is the brainchild of Travis Scott, whose recent branding had led to success at the McDonald’s drivethru.

Mike’s Hard Lemonade Seltzer was launched in the US earlier this month. Made by Mark Anthony Brands, with #1 hard seltzer White Claw in its portfolio, Mike’s has seen success in other parts of the world with its “Mike’s Hard Seltzer.”

“Since our initial launch last year we’ve seen tremendous growth in the hard seltzer space. As people in the UK actively try to live healthier lives, they are looking for more options in the ready-to-drink space that deliver on taste but remain light and refreshing, relying on natural flavours,” said Ana De La Guardia, who at the time served as the brand’s product owner via ZX Ventures. The brand was launched in the UK by Anheuser-Busch InBev.

Mike’s Hard Lemonade Seltzer is initially available in Mango, Pineapple, Strawberry, and classic Lemon flavors. Each 12 ounce slim can is 100 calories and five percent ABV.

Tyson Troubles and Turnaround

In the 1980s, Iron Mike lost endorsement deals with Pepsi, Toyota, Nintendo, and Suntory Beer, after reports emerged that he had caused physical abuse against his wife, Robin Givens, and had a string of automobile accidents. Most damaging was his conviction and subsequent stint in prison for rape. Tyson served from April, 1992 to March, 1995. While still registered as sex offender, Tyson has converted to Islam and regained his license to box in 1998.

Still one of the most dynamic and exciting figures in boxing, Tyson’s return to the limelight has been carefully orchestrated. Tyson appears sans beard and barely detectable tribal face tattoo.

Known for his uncanny speed and explosive knockout power, Tyson’s pairing with the Mike’s Hard Lemonade Seltzer could help propel the brand into heavyweight victory.

Caroline Hill
Latest posts by Caroline Hill (see all)