Mike’s Brings Back the Mascot Playbook

Dear Client: Character-driven marketing hasn’t totally disappeared in beer. The Most Interesting Man has returned, The Busch Guy is still one with the brand and nature, and Bud Light continues to call on a familiar cast of, well, characters. But the zany, mascot-led approach that once defined the category has largely faded – no frogs, no dogs, no wolf(s), no penguins, and so on. What the industry will soon have, however, is lemons – yes, full-on, armed-and-legged, talking lemons, courtesy