Mercury Hard Cider invites Aussies to explore the dark side of Cider in new TVC via Clemenger BBDO
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:
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
11 Comments
Seems like they weren’t allowed to make it actually dark… had to be nice-dark.
I don’t mind the dark side as a strategy, but this is little more than a filmmaker’s folly. I ask again: what did the script look like?
I remember CUB was once the benchmark for work in this country. Is it the client? Is it the agency? Such a waste of everything.
@what happened
When the South Africans bought the brewery a while back, the new S.A. team were 20 years behind Australia in marketing terms, so much so, they didn’t even recognise the early work you’re probably talking about as good. They didn’t get it or they actively hated it. That’s why the good work evaporated from that point. A few years later CUB were bought out again. By then there was a break in the internal understanding of how to do good work (at one point they even thought it would be better if they did it themselves) Anyway it meant they basically reverted back to a typical marketing approach like almost every other Australian marketer. And need I tell you what the quality of the ‘typical’ Australian ad is like?
….this won’t take you to the dark side, Luke.
Good looking people smiling at night in an orchard. How is that dark? Looks like an idea the client ruined.
Try a 50/50 hard crushed raspberry with a dry cider or any normal cider. Gives it an edge. Wonderful drink!!!
Unbranded middle of the road waste of money
1.5/10
Oh no
Strategically? Great.
Creatively? Piss poor.