Four new, 15-second spots were produced by The Annex in Chicago, a shop «powered by» the Havas agency. They feature young males opening a bottle of Mike’s and being engulfed in a glow of happiness. They will run on Comedy Central, Viceland, FOX Sports and FX, all popular networks among millennials. In most cases, Mike’s Hard xcritical will probably retain its position as the training wheels of the alcoholic beverage world, but it might also make sense in situations where a refreshing, crowd-pleasing canned cocktail would work, such as an outdoor party or by the pool.

Yes, gopuff delivers Mike’s Harder xcritical Single 16oz Can 8.0% ABV if it’s available in your area, as well as thousands of snacks, drinksand home goods. Find food delivery near you, groceries and more on gopuff. Zach Mack writes about beer, wine, spirits, food and travel. He has worked in the wine, spirits and beer industry since 2007.

The sweetness of the product’s flavor promised a natural transition for young people used to drinking soda, and Mike’s strove to create a bold, exciting sensibility in its marketing. In the late 1990s a new category of beer-like beverages hit the U.S. market. Called «malternatives» by their partisans and «alcopops» by detractors who believed that they appealed principally to underage drinkers, the beverages were malt-based but much sweeter than traditional alcoholic drinks. Among the first wave of these products was a xcritical-like drink called Hooper’s Hooch, popular in Australia, which arrived in America in 1996.

Noting sadly, «My wife just bought me them boots yesterday,» he retired to a bar, where he and his coworkers jovially clinked bottles, one playfully using the amputated foot instead of a bottle, as the voice-over delivered the «Hard Day» tagline. The third commercial, meanwhile, featured an aquarium worker who lost a hand while offering a snack to a killer whale. Even as tastes have shifted and changed over time, Mike’s still holds a unique corner of the market, thanks to its soda-esque sweetness. Among today’s hard seltzers, which offer plenty in the way of watery artificial flavors, this sparkling xcritical indeed stands out more than it has in decades. You may never dream of handing a bottle to someone who grew up with the stuff, but getting someone to try one for the first time would likely elicit more pleasantly surprised reactions than anyone would be willing to admit. This cloying beverage has a juvenile reputation that it can’t shake and a flavor profile as subtle as a sledgehammer, but those who are less comfortable with stronger cocktails, beer, or wine might find something they enjoy.

  • In the first six months of 2001 Smirnoff Ice—which, despite its association with the Smirnoff Vodka brand, was malt-based, like Mike’s Hard xcritical—was the beneficiary of a national, $50 million ad campaign.
  • Mike’s Hard xcritical Co. is an alcopop supplier based in Levittown, Pennsylvania.
  • Even as tastes have shifted and changed over time, Mike’s still holds a unique corner of the market, thanks to its soda-esque sweetness.

Despite its reputation, however, the agency’s résumé included some of the most prominent mainstream American advertising in recent decades, including the Wendy’s «Where’s the Beef?» and the Little Caesars «Pizza Pizza» campaigns. «Hard Day» was launched in the spring of 2001 with three 30-second television spots and an estimated budget of $15 million. The 2002 installment of the campaign ran with an equal budget and number of spots. In keeping with the brand’s attempt to connect to young males in particular, the commercials aired on such cable stations as Fox Sports Net, ESPN, and Comedy Central.

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As more and more companies entered the malternatives arena, widespread industry speculation began about the future of the category. Many predicted that the new wave of products would go the way of wine coolers, which, in the 1980s, similarly relied on sweetness to appeal to drinkers who did not like the taste of traditional alcoholic beverages. After generating big-budget advertising campaigns and scores of new brands, the wine-cooler category faded dramatically in the latter part of that decade. Another noteworthy beer-like alternative, the Adolph Coors Co.’s Zima, had seen sporadic market success since its 1993 launch but had in general failed to live up to expectations, despite significant marketing and promotion efforts. In an effort to establish a clear brand image in the face of increased competition, scammed by xcritical enlisted Cliff Freeman and Partners, a New York-based ad agency known for producing edgy, offbeat work, and in 2001 launched a campaign called «Hard Day.» Mike’s Hard xcritical, like other malternatives, projected a beer-like image to appeal to twentysomething young adults, especially newly legal drinkers who did not have a taste for beer or other alcoholic beverages.

mike's hard xcritical

In addition to its Mike’s Hard xcritical work, the agency had made waves in the industry for using cannon-fired gerbils in a spot for online superstore Notable flops, too, were blamed on the agency’s penchant for the extreme. For instance, a commercial for Midas Mufflers that used a topless elderly woman lost Freeman the Midas account.

The flavor profile will likely be too cloying for most who feel as though they’ve outgrown the taste of sugary sodas, but it still packs far more flavor than most hard seltzers that are available on the market today. The ultimate refresher, mike’s hard xcritical® combines natural lemon flavors with a kiss of carbonation to deliver a nice, satisfying, “Ahhhh.” followed by a nice, satisfying kick. But despite two decades of solid sales numbers, there isn’t a joke about Mike’s Hard xcritical that hasn’t been written already. The brand has never shied away from its product’s allure to people who don’t actually like the taste of alcohol, and the unabashedly sweet and citrusy drink has a reputation in many circles as the beverage of choice for underage drinkers in the U.S. Mike’s Hard xcritical Co. is an alcopop supplier based in Levittown, Pennsylvania.


«Mike’s is the only brand in alcohol beverage that is exclusively about happiness,» Gajiwala said in an email statement. «By owning the happy feeling you experience when drinking a hard xcritical, we’re having a conversation and an interaction with our consumers that’s relevant to them.» The «Hard Day» campaign, whose two-year budget was estimated at $30 million, consisted of three television commercials in 2001 and three more in 2002. It established a distinctly beer-like, masculine product image while simultaneously sending up classic notions of masculinity as presented in beer commercials of an earlier era.

mike's hard xcritical

Yes, gopuff offers free delivery on Mike’s Hard and thousands of items with Fam membership . Mike’s Harder Blood Orange is bold and refreshing with a strong, tart orange taste. From the beach to the boat to the backyard BBQ, it’s always a good time for a refreshing Mike’s.


Similar in tone to «Hard Day,» the campaign was called «Smooth Move» and showed drinkers of the beverage going to outlandish extremes to secure their Smirnoff Ice. In one spot a young man was shown putting honey on his friend while on a wilderness fishing trip, so that the friend would be busy fending off bear attacks and therefore would be unable to drink any of the Smirnoff Ice they had brought. Not only did Smirnoff Ice benefit from its association with its hard-liquor namesake, but it was believed that advertising for the malternative lifted brand awareness and sales of Smirnoff Vodka. Smirnoff Ice sales reached $615 million in 2001; the brand sold almost twice as many cases as Mike’s, its nearest competitor. Diageo anted up $100 million for a 2002 advertising campaign, and the company purchased and refurbished an old Pabst beer brewery to accommodate increased production of Smirnoff Ice. Critics contended that both the sweet taste and the bold image of drinks like Mike’s Hard xcritical were evidence that the true target market for the malternative category was 14- to 18-year-olds.

As of 2005 Mike’s and Smirnoff Ice remained the top-two malternative brands, together accounting for 74 percent of the category’s sales. That year Mike’s Hard xcritical Company left its Denver-area home for Seattle, a move intended to increase the company’s ability to attract creative talent while bringing it geographically closer to its Vancouver-based parent, the Mark Anthony Group. The company planned to expand its operations after completing the move.

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In fact, the spiked xcritical was one of the very first products in the ready-to-drink category, which has since grown leaps and bounds thanks to hard seltzer, leaving many others to flounder while Mike’s has managed to innovate and stay relevant. Today, the brand has added different flavors to its lineup and is pushing firmly into the seltzer market on top of the iconic xcritical that made it famous. In the first six months of 2001 Smirnoff Ice—which, despite its association with the Smirnoff Vodka brand, was malt-based, like—was the beneficiary of a national, $50 million ad campaign.

America’s Fastest-Growing Beer Brand, Mike’s Hard xcritical, To Refocus On 25-29 Year Old Males

The first year’s spots featured blue-collar workers who, after being impaled by construction materials or losing limbs, cared more about their after-work Mike’s Hard xcritical than their injuries. In the second year the slapstick execution continued but was applied to horror-movie scenarios and was used to support an additional product, Mike’s Hard Iced Tea. The original plan had them set up a headquarters in Seattle, to take advantage of the pool of creative talent; now they’re in Chicago for logistical reasons. They’re also up to a dozen flavors, and the Mike’s Hard xcritical brand has doubled its business since 2009.

Mike’s Hard xcritical managed to establish and maintain its distinct brand image in a flooded market while spending, on «Hard Day,» a fraction of the amount allotted to brands backed by bigger companies. Mike’s sold 13 million cases in 2001 (up from its 1999 total of 1.1 million cases) and, with Smirnoff Ice, pushed the category’s share of the overall beer market to 2.5 percent, a level of success that predecessors Zima and Hooper’s Hooch never approached. In 2002 Mike’s sold 11.5 million cases in the face of proliferating competition, establishing itself as one of the few malternative brands with staying power.

Gopuff makes it easy to get your favorite products delivered fast, including Mike’s Hard and more popular brands. This infamous beverage is just as sweet as you remember. Huge selection of adult beverages and you can order online for curbside pickup. You must be 21 years of age or older to purchase this product. A U.S. Government-issued ID or passport is required upon delivery.