Mike's Hard Lemonade Temporarily Rebrands as Paul's Hard Lemonade
19 Jun 2014 --- Mike's Hard Lemonade Co., best recognized for its iconic mike's hard lemonade that defined the Flavored Malt Beverage category, has named Paul Siano of Orland Park, Ill., its 1 millionth fan on Facebook, and to mark the occasion, has temporarily rebranded as "paul's hard lemonade."
Within 24 hours of identifying the milestone fan, mike's hard lemonade created a new logo and packaging, updated its website, Facebook and Twitter properties to reflect the new name, and presented Siano with his very own six-pack of "paul's hard lemonade" – and documented the entire process at facebook.com/mikeshardlemonade.
"As we celebrate this social media milestone, we wanted to honor our fans who have helped us get to where we are today," said Sanjiv Gajiwala, senior director, marketing activation, Mike's Hard Lemonade Co. "Rebranding as 'paul's hard lemonade' this week is our unique way of creating a personal connection with our fans and rewarding one passionate consumer with the flavors he loves."
In addition to the mike's hard lemonade Facebook page, the rebranding – which will last until Friday, June 20 – and the video of the process can be seen at mikeshard.com, twitter.com/mhl and youtube.com/mikeshardlemonade. mike's hard lemonade also thanked its Facebook fans by offering them the chance to win a variety of prizes in the 24 hours that followed the 1 millionth fan announcement.
