Angry Orchard’s New Campaign is Not so Sweet

Hard Cider launches first Canadian campaign focusing on its flavour profile

(TORONTO, ON) October 8, 2020 – With hard cider being a staple of the fall season, as Ontarians move into October, Angry Orchard has launched a new campaign to build brand awareness in the province.

The new campaign, which was developed by creative agency Arrivals + Departures, is aimed at the “conscious drinker” who prefers “better for you” craft ciders versus the high sugar, big brands. “We knew we needed to demonstrate its purity, so we leaned into the playful attitude and sass from the brand’s iconic apple tree label to get that message across,” said Jeff MacEachern, Chief Creative Officer.

“Half your outfit looks fantastic”:

“Your job is so cool, I can’t believe you got hired there”:

“Wow, your turkey actually turned out well this time”:

The “Not So Sweet” campaign messaging focused around some of the core product attributes, mainly the not-too-sweet flavour profile and the fact that it is made with 31% less sugar than the leading competitor.

“Similar to beer, cider drinkers are actively moving away from the mass-produced (i.e. sugary) ciders and into smaller batch, less sweet craft options,” said Julia Glynn, Assistant Brand Manager, Moosehead Breweries. “The cider category is increasingly focused on product novelty and launching new trendy flavours rather than product purity. When it comes to cider, Angry Orchard is unapologetic about its attitude towards purity.”

A+D worked with Media Experts to develop the social-led media strategy, which includes placement of a number of 6-second animated videos across Facebook, Instagram, Snapchat, and YouTube. Starting Oct 11 Angry Orchard will drive trial with a $1.00 off offer on all six-packs.

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