Carlton & United Breweries’ Mercury Hard Cider is inviting Australians to Explore the Dark Side of Cider to promote the Crushed Range, featuring Raspberry and Passionfruit flavours in a new campaign via Clemenger BBDO Melbourne.
While most cider advertising is filled with sun-lit orchards, wholesome apple farmers and bright imagery, Mercury Hard Cider is a little bit…darker.
The new campaign champions the mystery, intrigue and adventure of an unexpected night out, and rolls out across a hero film directed by Sweetshop’s Tom Gould, supported by digital, social and trade activity.
Says Marc Lord, senior marketing manager, Mercury Hard Cider: “When we talk to our consumers, they tell us they love to drink Mercury Hard Cider in higher tempo and party occasions. We’ve embraced our role with consumers with this new energetic creative direction, by subverting the category norms and bringing some excitement – as only Mercury Hard can do.”
Says Jim Curtis, executive creative director, Clemenger BBDO Melbourne: “The cider category has long lived in a world of bright skies, sunny orchids and rustic apple crates. Hence, why it’s the perfect time for people to start exploring the other side of cider. The darker side. This is the world we aimed to bring to life in this campaign.”
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Stephen Amiet – General Manager, Sales – Southern
Marc Lord – Senior Marketing Manager
Wendy Lin – Assistant Brand Manager
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD
Production Company: Sweetshop
Director: Tom Gould
Executive Producer: Greg Fyson
Line Producer: Sophia Rothbart
Managing Director: Edward Pontifex
DOP: Patrick Golan
Offline Editor: Joe Kell
Post Production: Arc Edit
Music House: Copra Recordings
Sound House: Rumble Studios