In addition to delivering sweet, alcoholic beverages to their customers, Mike’s Hard also delivers a strong campaign: “Mike’s is hard. So is prison. Don’t drive drunk” — featured prominently on their products, website, and spotify ads. While in some places the message is altered from dealing with drunk driving to underaged drinking, the overall message remains: Mike’s Hard may be sweet, but it will not sugarcoat anything, delivering nothing but the hard truth and the potential consequences that can result from misusing their product. The brand, which is naturally associated with merriment and intoxication, aligns itself with the safety of its customers through its strong stance.