Maybe you saw it, maybe you didn't, but Mike's Hard Lemonade is trying to rebrand themselves as a drink for older millennial men based on the insight that people don't drink Mike's when they're sad. According to the Mike's Hard Lemonade Brand Director, these men "have their own language which is not always a spoken language or a linear language, they don’t have a lot of time and they want to communicate quickly and for [them] that meant shifting [their] creative approach to reflect that and reflect what [they] think Mike’s Hard Lemonade is and what it’s role is in their mindset.” Check out the article:
Sure, they may be drinking Mike's when they're happy... but is that really enough of an insight to go on? In my experience, men purchase Mike's when they want to give the woman that they're with an alternative option to "manly drinks." I've also seen men sneaking Mike's at a party, kind of like how moms sneak Kraft Macaroni & Cheese, yet due to the fact that they think it's a girl's drink (not a kids drink). That might just be how my demographic consumes it, but I feel like incorporating and exploiting these insights in some way would add a ton of value in efforts to provoke cultural tension around the product. Even if the original insight is correct, the video spots are just plain weird.