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CHALLENGE: Is there a way to make Mike’s a more socially acceptable beverage, not just as an occasional alternative but as a regular choice?

SOLUTION:  Share genuine confidence. There is a unique “flavor” to both Mike’s drinkers and Mike’s itself – Both have the ability to get things started, and to keep them going. They are instigators. They are seekers. The idea would call attention to the ones with a fresher point of view. Creating a more original kind of fun. And confidently inspiring others to join in. Anthems, where Mike’s is the perfect accompaniment for the unordinary – both unordinary people and unordinary experiences.