| Title | SORRY ABOUT THE TWIGS, FOLKS |
| Brand | DB BREWERIES |
| Product / Service | MONTEITH'S CRUSHED CIDER |
| Category | A01. Creative Effectiveness |
| Entrant | COLENSO BBDO Auckland, NEW ZEALAND |
| Entrant Company | COLENSO BBDO Auckland, NEW ZEALAND |
| Advertising Agency | COLENSO BBDO Auckland, NEW ZEALAND |
| 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 |
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.