Mike’s campaign "Change the bitter for the sweet," launched in Peru in 2021 by Ogilvy, leverages urban art to redefine perception and attitude among young consumers. The brand proposition centers on encouraging a positive outlook by transforming negativity—symbolized by aggressive, bitter urban graffiti—into something sweeter and more uplifting, paralleling the product’s blend of lemonade, vodka, and subtle sweetness. This communicates a promise of refreshing optimism, inviting consumers to embrace life with a lighter, more constructive perspective.
The campaign’s market strategy hinges on cultural relevance and authenticity, harnessing the voice of local graffiti artists who resonate with the target demographic of young Peruvians. By selecting creators like Cake, Fiasco, and Ilustronauta—artists recognized for their direct, unpretentious styles—the brand aligns itself with the values of simplicity and candid expression. The creative angle of physically transforming offensive or bitter graffiti into positive, colorful urban art operates as both a metaphor and a tangible action, strengthening emotional engagement and demonstrating the brand’s commitment beyond traditional advertising. This strategy also taps into the broader social context of urban life’s harshness, acknowledging and creatively addressing the environment that shapes the daily experience of its audience. Through these means, Mike’s connects its product attributes to a cultural movement that values optimism, creativity, and local identity, positioning the drink as both a sensory and emotional refreshment.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
This campaign fits FORMAT#9 because it uses the symbolic transformation of “bitter” (offensive, vandalized graffiti) into “sweet” (positive street art) as a direct metaphor for the product’s benefit—Mike’s hard lemonade is associated with sweetness and positivity. Rather than demonstrating the product or telling a sequential story, the creative pivot is the use of graffiti as a visual analogy. The positive, artistic makeover represents how Mike’s invites people to take a sweeter, more optimistic outlook on life, linking the benefit of the drink to a symbolic urban intervention.
1. Pilsen Callao – Positioned as Peru’s leading and most traditional beer brand, Pilsen Callao emphasizes national pride and authenticity. It connects deeply with local culture through music and sport sponsorships, promoting a grassroots, communal drinking experience that resonates with a broad young adult demographic.
2. Cusqueña – This premium Peruvian beer brand differentiates itself through its heritage rooted in the Andes, highlighting traditional brewing methods and natural ingredients. Cusqueña targets consumers seeking quality and sophistication, often using elegant packaging and storytelling that celebrates Peruvian craftsmanship and geography.
3. Cristal – Known for its refreshing and easy-to-drink lager, Cristal focuses on mainstream appeal and affordability. It positions itself as the go-to everyday beer for social gatherings, emphasizing camaraderie, fun, and inclusiveness among young, urban consumers across Peru.
4. Brahma – A global beer brand with strong presence in Peru, Brahma leverages its Latin American roots to position itself as a vibrant, energetic choice. Its marketing highlights youthful lifestyle, music, and dance, attracting consumers who value dynamic social experiences and festive occasions.
5. Backus – As a major player owning multiple alcohol brands, Backus positions itself through portfolio diversity—from beers to spirits—offering variety and reliability. The company focuses on innovation and tradition, blending regional tastes with modern marketing to appeal broadly across socioeconomic groups in Peru.
Q: What is Change the bitter for the sweet about?
A: Change the bitter for the sweet is a 2021 outdoor campaign created by Ogilvy Perú for Mikes, launched in the Peruvian market. The campaign centers on transforming negative, aggressive urban graffiti into uplifting street art through the collaboration of renowned local artists Cake, Fiasco, and Ilustronauta. By physically altering vandalized city walls, the initiative aims to inspire young people to adopt a more positive outlook, directly aligning with the product’s blend of lemonade, vodka, and sweetness. The campaign leverages urban art as both a metaphor and a tangible intervention, revitalizing public spaces while reinforcing Mikes’ brand values.
Q: What creative device does Change the bitter for the sweet use?
A: Change the bitter for the sweet employs FORMAT#9 SYMBOLIZE THE BENEFIT from Clapboard’s 12-format classification system. This creative approach uses the symbolic transformation of bitter, offensive graffiti into sweet, vibrant street art as a direct visual metaphor for the product’s promise—Mikes hard lemonade as a source of positivity and refreshment. Rather than featuring the product in a conventional demonstration, the campaign’s creative pivot is the act of turning negativity into optimism, visually representing how the drink encourages a sweeter, more constructive perspective on life.
Q: What is the campaign proposition for Change the bitter for the sweet?
A: The strategic proposition of Change the bitter for the sweet is to position Mikes as a catalyst for optimism among young Peruvians by transforming the harshness of urban life into moments of positivity. By enlisting local graffiti artists who embody simplicity and directness, the brand speaks authentically to its core audience, encouraging them to see life from a sweeter, more hopeful angle. This message is especially resonant in the context of Peru’s urban environment, where the campaign’s creative intervention aligns the product’s attributes with a broader cultural movement toward optimism, creativity, and local identity.
Q: How does Change the bitter for the sweet rank in Clapboard's archive?
A: Change the bitter for the sweet holds a Clapboard Campaign Score of 71/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards.
Q: Who are the competitors in Mikes's category?
A: In Peru’s alcoholic drinks market, Mikes competes with Pilsen Callao, which champions national pride and grassroots authenticity through music and sports; Cusqueña, which appeals to consumers seeking premium quality and heritage with its Andean roots and craftsmanship storytelling; Cristal, positioned as an accessible, sociable lager for everyday gatherings; Brahma, which targets energetic, youthful consumers with a focus on music and festive experiences; and Backus, the portfolio leader offering a diverse range of beers and spirits that blend tradition with modern innovation to reach a broad demographic.
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