SORRY ABOUT THE TWIGS, FOLKS

Short List
TitleSORRY ABOUT THE TWIGS, FOLKS
BrandDB BREWERIES
Product / ServiceMONTEITH'S CRUSHED CIDER
CategoryA01. Creative Effectiveness
EntrantCOLENSO BBDO Auckland, NEW ZEALAND
Entrant Company COLENSO BBDO Auckland, NEW ZEALAND
Advertising Agency COLENSO BBDO Auckland, NEW ZEALAND

Credits

Name Company Position
Alex Florian Db Breweries Assistant Brand Manager
Jennie Macindoe Db Breweries Monteith's Marketing Manager
Rene De Monchy Db Breweries Consumer Marketing Manager
Clare Morgan Db Breweries General Marketing Manager
N/A Spark Phd Media Agency
Mike Davison N/A Designer
Kevin Hyde Imagecraft Retoucher
Simon Harper Harper Photographics Ltd Photographer (Bottle)
Steven Boniface Steven Boniface Photography Photographer (Fruit)
Sheriden Derby Colenso Bbdo Producer
James Hurman Colenso Bbdo Planning Director
James Cummins Colenso Bbdo Account Manager
Saya Tran Colenso Bbdo Account Director
Marcelle Baker Colenso Bbdo Group Account Director
Aaron Turk Colenso Bbdo Creative
Simon Vicars Colenso Bbdo Copywriter
James Tucker Colenso Bbdo Art Director
Nick Worthington Colenso Bbdo Executive Creative Director

Brief Explanation

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 Monteith’s cider boxes. Within a week, New Zealanders were asking for an explanation via facebook, radio and the Monteith’s call centre. After two weeks, we apologised for the ‘mistake’ through PR, press, patched billboards and on-pack stickers. Every apology spread our simple message: the fruit in Monteith’s cider comes from a tree, not a can.