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.
Carlton & United Breweries (CUB)
General Manager Marketing – Peter Sinclair
General Manager Spirits & Cider – Jenny Nolch
Brand Manager – Sharon Dyson
Executive Creative Director – James McGrath
Creative Director – Josh Robbins
Creative Team – Nick Kelly & Quenton Miller
Craft/Design -Joe Kelava & Musonda Katongo
Group Account Director – Paul McMillan
Account Director – Phil Baker
Account Manager – Nick Harvey
Planner – Mike Derepas
Digital Producer – Sam Hodgson
Interactive Developer – Daniel Zabinskas
Interactive Designer – James Gilbert
Print Producer – Mary Darzi
Traffic – Karen Quinn
Joanne Currie & Jacqui Pinge
Nice idea fellas
The Man From Hong Kong wasn’t under-appreciated. It was just crap.
If you must pick one of George Lazenby’s movies to re-assess, pick On Her Majesties Secret Service. It’s one of the best Bond movies
‘Ironically’ picking The Man From Hong Kong just makes me think Mercury Cider is deservedly under-appreciated.
Awesome idea, and good to see a cider campaign that isn’t built on apple puns.
‘Integrated’ should be so much more – this is like the early days.
I can’t see any reason to try it. Maybe that’s why it is under appreciated. Just a thought.
And the longest PR lelease of 2010 goes to………!
wasn’t this on the blog a couple of months ago Lynchy?
Haha Spokey Dokeys…rad.
Nice idea N&Q, love the radar ad.
Is this just another campaign for another cider? Or is there something different about this one that would make me trial it?
I like it…nicee honest approach in the style of Mad Dogs and Englishmen (a rather underappreciated ad agency in it’s day)
Better than a bunch of crows picking the carcass of an idea. Quite original, up my alley as well.