Saatchi & Saatchi Australia has won the pitch for Monteith’s Cider

Colenso BBDO faced the onslaught of competitors, that the cider drinking trend launched, bravely. But, Drinkworks’ first assignment for Saatchi & Saatchi is to re-affirm Monteith’s Cider position as the premium cider brand in Australia in a market that’s now hot, crowded and noisy.

“Needless to say, the entire agency is pumped by the opportunity to work on Monteith’s. This is a category we’ve got loads of experience in; we’ve just been waiting for the right brand to give us the opportunity,” Michael Rebelo chief executive officer, Saatchi & Saatchi Australia, commented.

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In 2012, Monteith wanted drinkers to know that its cider contains fresh fruit, not concentrated fruit syrup like its competitors. Here’s how Colenso did that:

Much has changed for both ciders in general and Monteith’s in particular since then. William Papesch, marketing manager, Monteith’s Australia said of his new agency, “I was impressed just how passionately Saatchi & Saatchi embraced the brand challenge. Their ideas had the consumer at the heart, and were creatively very bold. We think this is the first step in what will be a strong and fruitful relationship between Drinkworks and Saatchi & Saatchi.”

Monteith’s is also a beer brand, with a wide range from classic lager to full bodied black. Consumers weren’t exploring. Most were sticking to one tried and true beer. The Great Monteith’s Meatpack Hunt app was Colenso’s way of showing them that, “There’s more to Monteith’s than you think”.

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