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Mike's Hard Seltzer


Raptor was pivotal in launching the UK's Hard Seltzer category. Working with ABInbev, we discovered exactly who Mike’s crew was. Seltzers were new to the scene, but we made sure students knew what was up.


Mike's Boat Party

We went big and bold with our very own bespoke & branded boat which cruised down Regent's Canal while local students sipped ice cold Mike's on a hot summer's day.

Canal boat goals

All the greenery, fresh fruit on hand, cargo netting overhead and even our office dog and mascot. In a bandana. The boat was Mike's very own shrine.

Mike's Vibes

A back-to-back setlist of DJ talent kept the Mike's tribe dancing. Names like Sam Divine, Chris Thomas and Keanu Burrell were on deck.

By land and by water

Our land team followed the canal boat with a bespoke Mike's trike and gave drinks out to interested onlookers as we meandered down the canal.

Taste Trials

Those on board were treated to the new and exclusive range of Mike's flavours. Classics like Raspberry, Black Cherry and Lemon Lime were there to taste.

Summer of Seltzer

During lockdown we had to get creative, so we organised a series of park takeovers featuring a range of new summery Seltzers.

35,000 Samples Distributed
600 AR Filter Uses
2,500 Email Data

Mike's Après Ski

Mike's and Raptor paired up to take the official university ski trip to the next level. And to Val Thorens in the French Alps. Seltzer and the slopes was a instant killer combo. Apres got even bubblier than usual. The refreshing chill of the drink matched its environment. And nothing went off piste. Another seltzer success.

5,000 Samples Distributed
600 AR Filter Uses
2,500 Email Data

The Beginning of Mike's

We've supported ABInbev with Mike's since the beginning. Raptor was tasked with discovering Mike's 'tribe'. Who likes Mike's? The answer came from our sampling campaign, introducing different student audiences across the country to their refreshing new bestie.

35,000 Samples Distributed
600 AR Filter Uses
2,500 Email Data