Orchard Thieves Wild
The Opportunity
In response to the influx of Flavoured Alcoholic Beverages (FABs) overshadowing traditional cider in Ireland, Orchard Thieves, part of Heineken Ireland commissioned us to develop a new cider for consumers to love. The objective: to challenge cider conventions, and create a new proposition appealing to Gen Z, and lapsed Gen Y cider consumers.From a robust innovation, naming development, and packaging design – we created Orchard Thieves WILD Apple Cider – with reduced sugar content and a lower ABV – an exciting alternative that is, less sweet and more refreshing.
Services
- Innovation Strategy
- Naming
- Concept Testing
- Brand Identity
- Visual Identity
- Packaging Design
- Brand World
- Activation
- ATL Campaign
OUR APPROACH
Central to the Creative was the Orchard Thief – the fox emblem that symbolises the brand – and messaging about trusting your instincts and following your passions. The new campaign, ‘Head for the Wild’, envisions a story where the Orchard Thief ventures beyond their urban home to an abandoned orchard by Dublin Bay, in search of the most wild, refreshing apples – the essence of the new cider.
The packaging design heroes this discovery moment, featuring bespoke illustration that highlights the fox and captures the wild beauty of the apple & orchard. The brand story transitions with ease across the packaging and into the wider brand world, highlighting the fox’s journey of discovery. The success of the concept was unprecedented, with a remarkable 79% consumer purchase intent, leading our client to commission us for the ATL launch campaign.
So when the thirst came to create something new…
Following the success of the innovation & design project, we were asked to create the Above the line launch campaign. As Wild is a new product from an Master Cider brand we needed to clearly communicate it’s point of difference being ‘Less Sweet and more refreshing Cider’. The creative challenge was to balance the functional message with a more emotional story. We arrived at at ‘Head for the Wild’ as a call to action, inspired by the journey of our Orchard Thief fox. The line dovetailed perfectly with Master Brand’s campaign and gave us a natural sign off.
Head for the Wild
