Companies go to great lengths to avoid faults in their products. We went to great lengths to create one.
Monteith’s wanted drinkers to know that their cider contains fresh fruit, … read morenot concentrated fruit syrup like their competitors. So we slipped real apple tree twigs into Monteith’s cider boxes. Within a week, New Zealanders were asking for an explanation via facebook, radio and the Monteith’s call centre.
After two weeks, we apologised for the ‘mistake’ through PR, press, patched billboards and on-pack stickers. Every apology spread our simple message: the fruit in Monteith’s cider comes from a tree, not a can.
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