Client: Blackthorn

Project: Outdoor campaign for

product re-launch

Brief:

Having changed the taste of their cider in response to market research, Blackthorn were faced with a unique marketing challenge: to announce the change to potential new consumers, without alienating brand loyalists who enjoyed the old taste. They engaged us to create an outdoor campaign to run throughout their West Country stronghold.

Insight:

Blackthorn consumers are famously loyal to their cider, so it was important to reassure them that the brand they knew and loved hadn’t turned its back on them.

Solution:

We created a strong, defiant campaign message to appeal to the non-nonsense nature of the Blackthorn drinker. was underpinned by the strapline to convey a message of reassurance.

Result:

The campaign appeared on billboards, in local press and at sporting events across the West Country. It received national press coverage.

At a glance:

Sector:

Food & Drink

Project:

Outdoor; product launch