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.”
