Title | SORRY ABOUT THE TWIGS, FOLKS |
Brand | DB BREWERIES |
Product / Service | MONTEITH'S CRUSHED CIDER |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company: | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency: | COLENSO BBDO Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
James Hurman | Colenso BBDO | Planning Director |
James Tucker | Colenso BBDO | Art Director |
Simon Vicars | Colenso BBDO | Copywriter |
Aaron Turk | Colenso BBDO | Creative |
Marcelle Baker | Colenso BBDO | Group Account Director |
Saya Tran | Colenso BBDO | Account Director |
James Cummins | Colenso BBDO | Account Manager |
Sheriden Derby | Colenso BBDO | Agency Producer |
Steven Boniface | Steven Boniface Photography | Photographer |
Simon Harper | Harper Photographers Ltd | Photographer |
Kevin Hyde | Imagecraft | Retoucher |
Mike Davison | Designer |
Companies go to great lengths to avoid faults in their products. We went to great lengths to create one. Monteith’s wanted drinkers to know that their cider contains fresh fruit, not concentrated fruit syrup like their competitors. So we slipped real apple tree twigs into each box of Monteith’s cider. The twigs were taken from the actual orchards Monteith’s harvest their apples and pears. This ‘mistake’ spread our simple message; the fruit in Monteith’s cider comes from a tree, not a can.
The twigged boxes got Monteith’s all over the news and across social media. Radio stations took calls from drinkers who had found twigs in their cider packaging. Monteith’s call centre was inundated with enquiries. Over the campaign period, Monteith’s Crushed Cider sales increased by 32% and Monteith’s completely sold out of their 12 packs of cider.
As cider boxes came off the production line at the brewery, a simple twig was slipped inside. The boxes were then distributed to supermarkets and liquor stores throughout the country. After two weeks, and with public interest at its peak, a carefully crafted apology was published in the paper. Apologies also appeared in the form of patched billboards, online banners and on-pack stickers. Every apology became the perfect platform to spread our ‘fresh fruit’ message.