Orchard Thieves Wild
The Opportunity
In response to the influx of flavoured alcoholic beverages overshadowing traditional cider in Ireland, Orchard Thieves, part of Heineken Ireland, commissioned us to develop a new cider for consumers to love.
The objective was to challenge cider conventions and create a new proposition for Gen Z and lapsed Gen Y cider drinkers. Working within the Irish cider, alcoholic-beverage and FMCG sectors, we combined innovation strategy, naming development and packaging design to create Orchard Thieves WILD Apple Cider.
With reduced sugar content and a lower ABV, it offered a less sweet, more refreshing alternative.
Services
- Innovation Strategy
- Product Innovation
- Naming
- Concept Testing
- Brand Identity
- Packaging Design
- Brand World
- Brand Activation
- ATL Campaign
OUR APPROACH
Central to the creative idea was the Orchard Thief—the fox emblem that symbolises the brand—and a message about trusting your instincts and following your passions. The new campaign, “Head for the Wild,” tells the story of the Orchard Thief venturing beyond its urban home to an abandoned orchard by Dublin Bay, searching for wild, refreshing apples—the inspiration behind the new cider.
The packaging design captures this moment of discovery through bespoke illustration that heroes the fox and the wild beauty of the apple and its orchard setting.
The story moves naturally from the cider packaging into the wider brand world, following the fox’s journey of discovery. The concept achieved 79% consumer purchase intent, leading our client to commission The Otherly for the ATL launch campaign.
So when the thirst came to create something new…
Following the success of the product innovation and packaging design, we were asked to create the above-the-line launch campaign.
As WILD was a new product from an established cider masterbrand, we needed to communicate its point of difference clearly: a less sweet, more refreshing cider. The creative challenge was to balance this functional benefit with a more emotional brand story.
We arrived at “Head for the Wild” as a call to action inspired by the journey of the Orchard Thief fox. The line dovetailed naturally with the masterbrand’s existing campaign and provided a memorable campaign sign-off.
Head for the Wild
