HEINEKEN MERCHANT’S / BRAND, SOCIAL, VIDEO, OOH, RETAIL

Merchant’s was born from a gap in the spiked lemonade and tea category. Its flavor was both familiar and sophisticated, creating the beginnings of a new brand with an old soul. We started with the strategic foundation that “Enough is plenty” and worked to take “enough” from a negative limitation to a positive enabler. As adults, we don’t need to go as hard as the days we were drinking Mike’s Hard. We want a drink that is just enough to be fun (but not too fun)—and that of course, actually tastes good.