Mike’s Hard Lemonade has released a series of three ads as part of its “Hard Days Deserve A Hard Lemonade” campaign, crafted by VCCP to celebrate the brand’s 25th anniversary. Each commercial shares a common premise: a tired worker steps into a liquor store, where the two employees probe whether their day merits the purchase of a six-pack of Mike’s Hard Lemonade.

In one installment, a person clad in a rabbit costume enters the liquor store, asking for some Mike’s. Hank and Joel, the duo manning the counter, question if the customer’s day was “hard enough for a refreshing Mike’s Hard Lemonade”. A flashback reveals the mascot being unceremoniously tossed to the ground by a player, causing a cascade of spilled drinks from the table behind. Wrapping up, Hank hands over a six-pack of Mike’s Hard Lemonade, jesting, “Hop to it, bunny boy!”

The remaining two commercials feature a firefighter, attacked by the very cat he was rescuing from a burning structure and falling from multiple stories, and a delivery person pursued by a toy border collie.

This marketing stunt spans various platforms, including social media, online video, streaming TV, traditional TV, and out-of-home displays.