Clemenger BBDO Melbourne: The Mercury Cider tap is tough because men still like prove they are

Cider is trending. And its advertising tends to talk to an audience that likes to think they’re in with the in crowd.

In the last five years to 2106, the cider market grew by more than 11%. Now in 2017, and in the midst of all these trendy ciders, Mercury Cider has found itself in a unique spot in the market. It’s the blokes’ cider. The cider for get your hands dirty, down to earth, tough as nails men that has been brewed that way since 1911 when men were really tough.

This is an ad from its 2011 anniversary campaign:

Mercury Cider has been on tap since 2011 and Clemenger BBDO Melbourne has come up with an ingenious way to make sure that blokes know about its stand-alone positioning – The Mercury Cider Tough Tap.

It’s a tap that’s hard to pull. In fact its premise, is if you’re tough enough to pour it, you’re tough enough to drink it. And you really have to be super-tough. Clemenger has made sure of that.

The hard-to-pour cider tap was installed in the toughest pubs, bars and events across Australia in the ultimate challenge of toughness.

The installation is part of Mercury Cider’s relaunch with Clemenger BBDO, which also won round five of the 2017 Siren Awards in March. The ad, Sneeze, by Clemenger creatives, Giles Watson and Joe Sibley, won in both the single ad category and overall.