5 Seeds sells itself as ‘not your ordinary cider’ in new campaign from BMF
Cider brand 5 Seeds has kicked off a new campaign which tells the story of the “imaginative process” behind creating the range.
The new commercial, developed by Lion and BMF, introduces consumers to “The 5 Seeds Orchard”, where the botanists are gnomes, the new apple press is a super strong Russian shot put champion, and the head of digital marketing is a cat. The ad end with the tagline “not your ordinary cider”.
Lion innovation director John Green said in a statement: “In 2009, 5 Seeds revolutionised cider in Australia and we are keen to keep building on the unexpected approach that our consumers enjoy, and have come to expect, from the brand. The creative present 5 Seeds as an unconventional cider with a fresh perspective that pushes and plays with conventions – all in the pursuit of the perfect cider that we know our drinkers love.”
The campaign launched on the 5 Seeds Facebook page ahead of launching nationwide in cinemas on Thursday during Anchorman 2. The campaign is supported by integrated outdoor, digital, PR and in-store activity.
The last campaign from the brand was the story of the bearded-twins looking for love, launched in February this year to coincide with Valentines Day which had followed on from the campaign introducing the bearded-ladies as 5 Seeds delivery girls.
Credits:
- ATL – BMF
- Production House – Prodigy
- Director – Jim Hosking
- Post Production – Blackbird
- Digital – The White Agency
- Media – ZenithOptimedia
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What a bunch of pretentious nonsense. This type of humour is sooo over used. Why does all BMF campaigns feature bearded ‘ironic’ hipsters??
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A bit harsh, @Anonymous?
I found it refreshingly (no pun) funny and really liked the random jokes in there, like the vibrating weight loss machine to shake the apple tree or the cat doing YouTube strategy. While the format and strategy of the ad has been done to death, I thought the content set it apart from some of the more predictable, cliched jokes in the alcohol category.
But that’s just one opinion.
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That’s not been done (better) 1000 times before now, has it?
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@Phil – I think funny to often is confused with good advertising. Advertising is no joke (pun intended)! Execution is important, as are the details, but with no substance and no strategy (no, there’s not), it’s a waste of the client’s money
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Fair point @Anonymous. I’m still not sure what makes 5 Seeds different to any other ‘ordinary’ cider, from a product perspective. But in my opinion, the whole category seems to aim for entertainment first, marketing second. So in that regard, I thought their execution stood out more than others.
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“Cider is quirky.
Our cider is quirkier than your cider”
does not a strategy make…
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