Mike’s Hard Lemonade - Mike’s Hard Case Study

To launch Mike’s HardER Sparkling Water, we created our own political party – The Hard Party. Then we searched for a leader, the first Hard Party Prime Minister. We thought if grassroots political campaigns can elect actual politicians with their tiny budgets – we could surely find ours. And obviously their name would be Mike. (Or at least – that’s what they’d have to tell us their name was. We weren’t exactly going to ask for birth certificates.)