Today’s American beer-drinking guy has a preconceived notion of cider. They think it’s too sweet and too “feminine” to be a serious option when it comes to alcoholic beverages. They forgot that cider was the preferred end-of-day drink of the guys who built our country. Tough guys whose work was actual
honest-to-goodness hard work. Our T.V. campaign linked the origins of cider to the overtly masculine nature of its heyday, we set out to reassure 21st century guys that not only is it ok to drink cider—it’s almost an homage to their foredrinkers of yesteryear. And we did it in a light hearted and fun way that also delivered our flavor message.
What would a 1800s-era blacksmith Tweet at the end of long day? What would a railroad worker post on his Facebook account? To remind our guys of cider's sturdy past, we built an entire socially-led campaign rooted in the rough and tumble world of the 19th century. We reimagined what the worlds of digital and social media would look and sound like if they existed 130 years ago. Tweets, Facebook posts and online videos took on an antiquated tone—and had fun with the kinds of messages and content that could’ve only existed over 100 years ago.
How do you put a 19th Century spin on one of the most highly sought after print publication issues of the year? Not by showing more skin.
We took our brand vision from the days of hard cider and applied it to the bathing beauties that grace the pages of the Sports Illustrated Swim Suit Edition. We even created a special Behind the Scenes video of the sultry photoshoot.
This summer we were tasked with creating a dynamic social series that was relevant to the summer, drove trial and awareness, as well as tied back to our message of strength and masculinity. All of this was to be done with a very tiny budget.
We scoured footage from our television spots as well as out takes and put together a series called "Stronger Sturdier You" targeting men and their mentality to get themselves summer ready.
We were able to create several .GIFs and video clips that generated hundreds of shares and a multitude of fan engagement.
The apple-to-the-head device was working well for Redd's Apple Ale and the "Pick Different" campaign, but in year 2 we wanted to do something...well, different. So we brought this campaign back to the true origin of apples-to-the-head, Sir Isaac Newton.
We took this idea and blew it out even further by creating a social series to get fans involved and encouraged to think different. We reached out on Twitter and Facebook and invited them to come up with their own #RipeIdeas.
CD// Andrew Holton
ACD// Dave McCradden
ACD-CW// Stephanie Wroble
CW// Eamon Conway
CW// Chris Davis
Redd’s Apple Ale is different. It’s crisp like an apple but brewed like an ale. It is not a cider, it’s a beer with apple flavor. This differentiating feature is what lead us to the campaign, “Pick Different”.
We used a simple device to disrupt our guys drink choice when faced with the ultimate question, “What are you having?”, this disruption inspires him to choose Redd’s Apple Ale.
This remains the most successful new product launch in MillerCoors History.
In year 2 we were introducing Redd’s Strawberry Ale. We stuck with a similar disruption device only this time we used…you guessed it, strawberries.
Coors Peak, a gluten free beer. The challenge - deliver the message of gluten free while at the same time making beer lovers trust that despite being gluten free it is also great tasting.
We tapped into the lifestyle of the health conscience beer lover and found that they put flavor first and always strived for the best.
Introducing, Elevate Your Beer.
Exploring Chicago and beyond, piece by piece.