Mike's Hard Lemonade has changed its name—in a temporary, promotional-stunt kind of way—to Paul's Hard Lemonade to salute Paul Siano of Illinois, the 1 millionth fan on its Facebook page.
The Tris3ct agency orchestrated the effort, which boasts a "Paul's Hard Lemonade" rebranding of the Mike's website, along with its Facebook and Twitter pages, through Friday. Special packaging, labels, logos and T-shirts were created, and Siano was presented with a six-pack of his namesake brew. The renaming was launched within 24 hours of identifying him as the millionth fan, and of course there's a commemorative video (with a disco soundtrack and a big crate of lemons in the brand's office!).
Hmm … Paul's Hard Lemonade. It's got a nice ring to it. I guess. Even so, it's no Dave's Hard Lemonade. Now that would be refreshing.