Be Bold


Thieving the cider market with a bold new brand.

Client: Orchard Thieves

The Challenge

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.

The Idea

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.

The Outcome

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.

The Impact

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!

Awards

2 x Gold APMC Awards

More work

Seeing Is Believing

Seeing Is Believing

AIB

Keep Discovering

Keep Discovering

Fáilte Ireland

The Long Shot

The Long Shot

IdenTV

Hello