Clemenger BBDO Melbourne launches integrated campaign for world’s most underappreciated drink

Clemenger BBDO, Melbourne has launched an integrated campaign for Mercury Cider – the world’s most underappreciated drink.

Mercury was first crafted in 1911 by Frenchman Auguste Bonamy in Hobart’s old convict Malthouse. In the seclusion of Tasmania, he combined the best European methods with local ingredients to press a robust, full-bodied cider.

Mercury Cider has been somewhat of a hidden gem; hence the 98 Years of Underappreciation campaign. 

The Mercury Cider Awards websiteis asking people to submit the thing or person they think has been mostunderappreciated over the last 98 years for the chance to win a freeslab of Mercury Cider every Friday. 

Nominations so far include ‘The Terror of Tiny Town’ (history’s onlyall-midget western), Malcolm Turnbull (is being stabbed from in frontbetter than being stabbed from behind?), the Castle Thunder Sound(originally recorded in 1931 and used in countless spooky moviessince), and Extreme Cheese Rolling (don’t ask).

As well as the website, the campaign will feature a selection from the’Underappreciated Hall of Fame’ on metrolites and rock posters aroundthe country. 

The competition runs until April 30th, 2010. 

CLIENT 

Carlton & United Breweries (CUB)

General Manager Marketing – Peter Sinclair

General Manager Spirits & Cider – Jenny Nolch

Brand Manager – Sharon Dyson

CREATIVE

Executive Creative Director – James McGrath

Creative Director – Josh Robbins

Creative Team – Nick Kelly & Quenton Miller

Craft/Design -Joe Kelava & Musonda Katongo

ACCOUNT MANAGEMENT

Group Account Director – Paul McMillan

Account Director – Phil Baker

Account Manager – Nick Harvey

Planner – Mike Derepas

PRODUCTION

Digital Producer – Sam Hodgson 

Interactive Developer – Daniel Zabinskas 

Interactive Designer – James Gilbert

Print Producer – Mary Darzi

Traffic – Karen Quinn

PROMOTIONAL AGENCY

Clemenger Fusion

Joanne Currie & Jacqui Pinge