To masculinize the brand that's not for dudes because it's neither beer nor liquor, we admitted it. It's neither. And that's a good thing. It's beyond the beer of your frathood and short of your grandfather's boring scotch. It's the drink of ADULTINESS, where you can project maturity, but still have fun all over the place.
 

Launch films that established some key tenets of adultiness, as told by "Steve," one of the leading experts on the subject.

Launch interactive print lets you always look like you're always reading important literature.
 

We then launched a more "official," less legally controversial, campaign. This is the trailer that drove to a new adultiness site called "mikesology.com."

Little life lessons in print.
 

An ambient finance primer.

Super interactive site let you watch 25 film lessons, roll play adultiness scenarios, mix drinks and communicate with the guru. 

An on-premise product display.

The cling coaster that lets you hide your immaturity.

Nothing shows everyone at a party that you just returned from a very important business meeting like the Mike's business cooler, available for purchase on the site.

Also available on the site, a built-in Benjamin money clip.

We distributed these scrap paper notepads to bars so that, just in case one of their patrons needed to give his number to a girl, he'd have something handy that just so happened to be his bank receipt that just so happened to show his balance which just so happened to be sizable.