Mercury looks to toughen up cider’s image in Tough Test campaign
Mercury Cider is taking a leaf out of the blokey beer ads playbook, and pushing the ‘toughness’ of its product.
“We at Mercury know tough”, the ad begins, before putting sports stars, including AFL ruckman Max Gawn and NRL Cronulla Sharks’ co-captain Wade Graham, through the ‘Tough Test’.
The ads are backed by a rock soundtrack and show the men under pressure as they attempt to give different occupations a go.
The campaign – created by Clemenger BBDO and PHD content – conclude with the tagline “Mercury Cider. That’s tough”.
Mim Orlando, brand director of cider and spirits at AB InBev, said in a statement: “Through all of our discussion with consumers, it’s become clear that Australia’s views on what defines tough have shifted.
“The AFL/NRL players have always been exceptionally tough, but the fans seem to have a greater appreciation for tough acts of all kinds, not just physical.
“This is being reflected in society too; tough comes in all shapes and sizes, and we’re proud to be able to reflect that in a fun way across our new campaign.”
The media buying and planning was completed by PHD and is the first campaign the agency has worked on since winning the account in October last year.
Credits:
- Mim Orlando – Brand Director, Cider & Spirits, CUB
- Paige Dawes- Marketing Manager, Cider, CUB
- Deanna Christian – Assistant Brand Manager, Cider, CUB
- Angela Rapley, Director of Content, PHD – Overall project lead
- Dylan Harrison – Director
- Ashley McLeod – Producer
- Ben Shirley – Director of Photography
- Mark Parry – Editor
- Creative Agency- Clemenger BBDO Melbourne
- Production – PHD Content
- Post production – Vandal
- Anna Greensmith – Executive Producer, Vandal
- Media – PHD
- Jeremy Lewington – PHD Planning Manager, CUB
- Adrian Venditti – PHD Group Business Director, CUB
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