NEW YORK, June 8—Mike’s Hard Lemonade, which recently debuted a series of controversial television ads, has selected Lime as its public relations agency of record. Lime was recently spun-off as an independent unit of kirshenbaum bond & partners and will handle brand building for the Canadian beverage, launched in the U.S. in April 1999. The firm will also provide strategic counsel on viral marketing activities.
One of the Mike’s ads, created by Cliff Freeman & Partners, features an ironworker falling off a building into a scrap pile and casually jumping to his feet, even though he has a piece of rebar sticking through his stomach. Another features a man having his arm bitten off by a performing whale. The ads have been rejected by at least one major network affiliate.
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