Title | SORRY ABOUT THE TWIGS, FOLKS |
Brand | DB BREWERIES |
Product / Service | MONTEITH'S CRUSHED CIDER |
Category | C01. Integrated Media Campaign |
Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
Entrant Company: | COLENSO BBDO Auckland, NEW ZEALAND |
Advertising Agency: | COLENSO BBDO Auckland, NEW ZEALAND |
Media Agency: | SPARK PHD Auckland, NEW ZEALAND |
Name | Company | Position |
---|---|---|
Nick Worthington | Colenso BBDO | Creative Chairman |
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 Director |
James Hurman | Colenso BBDO | Planning Director |
Sheriden Derby | Colenso BBDO | Agency Producer |
Steven Boniface | Steven Boniface Photography | Photographer |
Simon Harper | Harper Photographics Ltd | Photographer |
Kevin Hyde | Imagecraft | Retoucher |
Mike Davison | Designer |
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 and Monteith’s call centre was inundated with enquiries. The goal of the campaign was to raise awareness of Monteith’s use of freshly crushed fruit, not concentrate. Every time the twigs were discussed in the media, this message was reiterated. This directly influenced the jump in Monteith’s cider sales. Over the campaign period, Monteith’s Crushed Cider sales increased by 32% and Monteith’s completely sold out of their 12 packs of cider.
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. After two weeks, and with public interest about the mystery twigs 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.
The cider market had been flooded with cheap ciders made from concentrated fruit syrup. Monteith’s wanted drinkers to know that their cider contains fresh fruit, not concentrated fruit syrup like their competitors. The target market were men and women over the age of 18. They loved Monteith’s, New Zealand’s original cider brand, but were being lured away by cheaper brands offering lower price points. The target market assumed all cider contained real fruit. They needed to know this was not the case. This fresh fruit claim was something only Monteith’s could make.