Angry Orchard | Not So Sweet
Cider brands always advertise themselves the same way, with lifestyle photography and images of cider in a glass. So when Angry Orchard asked us to demonstrate the quality and purity of their less sweet hard cider, we took a different approach. We leaned into the playful attitude and sass from the brand’s iconic apple tree label and created a series of 6s animated videos that are not so sweet.
FEATURED IN:
THE MESSAGE, STIMULANT, CAMPAIGN LIVE
RESULTS:
23% year-over-year sales increase (vs. -3% category decline)
5% market share gain
Creative exceeded ad recall and purchase intent benchmarks by 3x
Halted 6-straight quarters of brand decline prior to campaign launch