Digital Innovation
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Anthem helped craft a sense of authenticity, character, and individuality for Mike's Hard Lemonade by evolving and focusing on key brand equity elements that differentiate this beverage from the rest of the category. Focusing on key brand equity elements strengthened the connection between the familiar equities that consumers associate with the brand to new ideas that contemporize the brand. Essentially, the redesign broadened the personification of the brand by modulating the visual equities.
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