Harder is the number 1 FMB in US convenience channel, enjoying massive success with volumes up 17% year on year.* It is one of a portfolio of dynamic brands that make Mark Anthony’s US business the fastest growing top 10 beer company in the country.
Our challenge was to carve out the brand’s own unique identity and to clearly establish ‘Harder’ as the edgier kid on the block.
Built on the brand essence of ’Bold in thought and action’, ABV call-out is ‘dialled up’. We maximise brand visibility – increasing the scale of the brand name and rotating it to the diagonal. We retain the essential name, the lightning bolt and colour cues but reset the messaging hierarchy.
Mike’s Harder packs more punch. The new design anchors the brand in a bold, edgy and ultimately more ownable space. Stronger brand assets extend across formats and through-the-line activity, providing stand out in an increasingly busy category.
In addition to the core brand, we have been producing stunning limited editions in partnerships with leading American artists and illustrators. 2018 will see the launch of a movie tie-in with one of the most eagerly awaited super hero sequels ever. (we’ll let you guess)
Sales increase year-on-year.*Source: IRI, Total US Convenience Channel,