Mercury Hard Cider breaks away stereotypes with ‘energetic creative direction’
A dark orchard lit only by coloured festival lights is declared the perfect setting for Mercury Hard Cider.
The campaign is a departure from the way cider is usually marketed ahead of summer, as Clemenger BBDO Melbourne executive creative director, Jim Curtis, explained.
“The cider category has long lived in a world of bright skies, sunny orchids and rustic apple crates,” he said.
“Hence, why it’s the perfect time for people to start exploring the other side of cider. The darker side. This is the world we aimed to bring to life in this campaign.”
Mercury Hard Cider senior marketing manager, Marc Lord, said the campaign is a response to the way its consumers like to drink the cider.
“When we talk to our consumers, they tell us they love to drink Mercury Hard Cider in higher tempo and party occasions. We’ve embraced our role with consumers with this new energetic creative direction, by subverting the category norms and bringing some excitement – as only Mercury Hard can do,” Lord said.
As well as Clemenger BBDO Melbourne, Carlton & United Breweries’ roster includes Special Group and TBWA.
Credits
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Stephen Amiet – General Manager, Sales – Southern
Marc Lord – Senior Marketing Manager
Wendy Lin – Assistant Brand Manager
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD
Production:
Production Company: Sweetshop
Director: Tom Gould
Executive Producer: Greg Fyson
Line Producer: Sophia Rothbart
Managing Director: Edward Pontifex
Post Production: Arc Edit
