THE KEY BEHAVIOUR
Get cider drinkers to see Addlestones’ cloudy,
natural finish as a positive, and establish it as
a premium cider of choice.
KEY BARRIER & COMPARISON
Key barrier: Consumers wrongly perceived a cloudy,
unfiltered cider to have a challenging and heavy
rather than sharp taste.
Key comparison: Free-range eggs. In a world
where people tend to use shortcuts such as ‘organic’
and ‘gluten-free’ to stand in for naturalness, ‘free range’
is well understood and has real meaning.
THE CREATIVE IDEA
Addlestones: Free Range Cider
Branding Addlestones as ‘Free Range Cider’ acted as a simple verbal and visual shortcut
to a world people already know, appreciate and, as with eggs, feel is worth paying a bit more for.
We were able to build our campaign around the imagery of that world, from the look of egg-crates
and selling Addlestones by the dozen to hoardings with organically grown moss!
The business was turned around, from significant annual losses against a general decline in cider sales,
into real growth. Owner Shepton Mallet Cider Mill had employed us planning to sell Addlestones;
it was able to do so, to Magners, as a growing brand ahead of its competitors.