NEW YORK: Just in time for its peak summer season, Mike's Hard Lemonade has tapped Daddi Brand Communications as its AOR, according to the Seattle-based beverage company.
The firm won the assignment following an agency review, said Kevin McLaughlin, Mike's VP marketing. The company had previously sought PR assistance on a project-only basis.
According to McLaughlin, "Daddi's task is threefold: to manage trade communications, generate news from a consumer standpoint, and [handle] the PR component of an interesting, integrated campaign related to the new products we're launching, and our core brands."
The cross-platform campaign, McLaughlin said, would "break shortly."
Daddi is currently focusing on efforts on behalf of Mike's two newest product lines, Mike-arita and Mike's Hard Frozen Lemonade, both of which are expected to hit beer aisles this month, said Bill Daddi, president of the New York-based firm.
The soon-to-launch products -- developed with Mike's propriety technology -- represent an entirely new segment of the $1.7 billion flavored malt beverage category, Daddi said. These ready-to-serve, "premium malt cocktails" feature vodka-like characteristics "without the burn associated with traditional alcohol and spirits," he explained.
Both product lines, Daddi said, are meant to appeal to "young couples heavily involved in entertaining, [who] love social events with friends and family." They are being positioned as "a step above beer and wine, without the hassle" of mixed-drink preparation.
Initial PR efforts include consumer-editor and broadcaster outreach, retail sampling, and "research to help characterize this new-cocktail culture," Daddi said.
Daddi will also work with Mike's advertising AOR, Interpublic Group's McCann Erickson to drive traffic to the company's Web site, McLaughlin said.
The site, designed by San Francisco-based 17Feet, is "fun, irreverent, and quirky … it [matches] the personality of the brand, he said. "There's a lot of potential for viral activity."