mike's Harder, ClickHole.com Launch Celebri-Cat ‘Selfie’ Campaign

In support of its new Apple Firebomb seasonal flavor, the mike's Harder brand has teamed up with ClickHole.com, a division of The Onion, to unveil a viral celebri-cat "selfie" campaign in an effort to "break the internet."

The new limited-edition flavor, which comes in a series of four consumer-designed collectible cans – Apple Spitfire, Mad Kitty Cocktail, Hot Apple Pi-Ro and Red Hot Apple – will be rolled out each month through January.

On the heels of this month's launch, Mad Kitty Cocktail, mike's aims to create a viral sensation with some of the internet's most famous personalities, including Lil Bub, Venus, Princess Monster Truck, and Oskar & Klaus, as well as can creator and blogger GloGirly’s own feline-influencer Waffles, the celebri-cat selfie.

“Our consumers are sharp-witted, unconventional and surprising – and don’t appreciate sitting on the sidelines. They are looking for brands that reflect their values and passion for the ‘harder’ and ‘bolder,’ and co-creating is very much a part of that,” said Sanjiv Gajiwala, senior director, marketing activation, Mike’s Hard Lemonade Co.

“With mike’s Harder, we’re able to reach them on both fronts and are inviting them to take an active role in the brand and ‘choose Harder,’ from the can designs to the flavors," Gajiwala added.

Fans of the Chicago-based brand can see and share the selfie as well as its accompanying "behind-the-scenes" video of the photo shoot online. 

The Apple Firebomb cans are the latest installment in the Harder Collectibles program, which launched in January via a partnership with Onion Labs, the branded content division of The Onion.

A second series of cans has been chosen to launch mike’s new Harder DragonFruit flavor in February 2015; more than 500 consumer designs have been submitted to date.