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Orchard Thieves Cider: Thieves
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Orchard Thieves Cider is Heineken Ireland's biggest new product launch. Orchard Thieves is a refreshing new take on cider. Crafted from the perfect mix of crisp and tart apples, Orchard Thieves instantly refreshes.
Before officially launching on May 1st, Orchard Thieves announced its presence with a world first; it stole ads belonging to other brands. In the lead up to the launch, the Orchard Thieves' fox was seen interrupting ads for Meteor and Hailo, as well as intruding on 3e indents. #bebold. Agency: Rothco, Ireland On launch, Orchard Thieves aired a 50 second spot that introduced the brand personality and campaign line, 'Be Bold', a call to action for all like-minded thieves to take the most out of life and steal the best moments with friends. As one of the biggest innovations in Irish cider market in years, HEINEKEN are putting €20million in marketing support behind Orchard Thieves in the coming years. To kick off the launch, they'll have an engaging multi-media advertising campaign that will see our mischievous Orchard Thieves brand and fox pop up in lots of unexpected places. The TV ad is also 'Thievable' meaning consumers can thieve a pint by visiting the unique mobile site, denofthieves.ie. Here they can play a series of challenging games that are rewarded with free pints in participating bars. And on outdoor, there are a series of specials highlighting the beautiful golden colour and promoting the fact that the thieved apple tastes best. The Orchard Thieves fox will also be thieving some fun at events throughout the summer. This campaign was created and developed by an interagency team including Rothco, Guns or Knives and ThinkHouse. Stevie Russell of Russell Curran Productions directed the TV commercial. Brand Planning by MCCP & Bricolage. Research by TNS & Bricolage. Media planning and buying by Starcom.
Designer: Heather Judge Related |
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