A generation of cider advertising has given the drink a personality that’s anything but edgy with its sun-lit orchards, wholesome apple farmers and bright imagery. Clemenger BBDO Melbourne is hoping to give Mercury Hard Cider a different appeal with its campaign that evokes the mystery, intrigue and adventure of an unexpected night out.

Clemenger BBDO Melbourne executive creative director, Jim Curtis, explained, “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.”

The new campaign promotes the Carlton & United Breweries brand’s Crushed Range, featuring Raspberry and Passionfruit flavours.

The hero film was directed by Sweetshop’s Tom Gould and is supported by digital, social and trade activity.

Mercury Hard Cider, senior marketing manager, Marc Lord, commented, “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.”

Credits:

Client: Carlton & United Breweries
General Manager, Marketing: Brian Phan
General Manager, Sales – Southern: Stephen Amiet
Senior Marketing Manager: Marc Lord
Assistant Brand Manager: Wendy Lin

Credits:

Creative Agency: Clemenger BBDO Melbourne

Production Company: Sweetshop
Director: Tom Gould
Executive Producer: Greg Fyson
Line Producer: Sophia Rothbart
Managing Director: Edward Pontifex
Post-Production: Arc Edit
DOP: Patrick Golan

Media agency: PHD