Until recently, one big player, with a whopping 80% share dominated the Irish Cider Category. Orchard Thieves was a brand new cider that wanted to change this.
Crafted to appeal to a vibrant, urban audience, who seek out new experiences and adventures, the brand idea that fuelled our campaign was to reward those who boldly pursued enjoyment. We launched Orchard Thieves with the simple mantra, BE BOLD.
We launched a bold new identity with equally bold executions – from stealing airtime by hijacking other brands’ ads, to a website that let users thieve free pints, everything was crafted to create a bold, thrilling brand personality.
Awareness reached 55%, and 1.1 million people ended up with a pint of Orchard Thieves in their hand. That’s a third of the population!