Mike’s Hard Lemonade, the creator of the flavored malt beverage category, is celebrating their 25th anniversary with a new ad campaign to remind the nation that hard days deserve Mike’s Hard Lemonade. The new campaign celebrates hard work and positions Mike’s Hard Lemonade as the ultimate reward for hard-earned thirst. The ad campaign, Hard Days Deserve a Hard Lemonade, will feature new characters, Hank and Joel, as the brand’s gatekeepers. Audiences will find the duo stationed at a neighborhood convenience store as they encounter a variety of customers who have experienced hard days and are looking for Mike’s Hard Lemonade. Hank and Joel will bring a humorous touch to the serious business of rewarding hard-earned thirst with a refreshing Mike’s Hard Lemonade. Not only did Mike’s Hard Lemonade launch the FMB category, but they’ve also carved their territory as the reward to be enjoyed at the end of a hard day. This campaign amplifies the core ethos of the brand by showcasing those celebratory moments of refreshment. Three 30-second ad spots will run across multiple channels, including social, OLV, CTV, OOH and Linear.