MELBOURNE, AUSTRALIA – Carlton & United Breweries’ Mercury Hard Cider is inviting Australians to Explore the Dark Side of Cider to promote the launch of two flavours, Crushed Raspberry and Crushed Passionfruit.
While most cider advertising is filled with sun-lit orchards, wholesome apple farmers and bright imagery, Mercury Hard Cider is a little bit…darker.
Mercury Hard presents Explore the Dark Side of Cider
Created by Clemenger BBDO Melbourne, the new campaign champions the mystery, intrigue and adventure of an unexpected night out, and rolls out across a hero film directed by Sweetshop’s Tom Gould, supported by digital, social and trade activity.
Mercury Hard Cider, Senior Marketing Manager, Marc lord said, “ When we talk to our consumers, they tell us they love to drink Mercury Hard Cider in higher tempo & party occasions. We’ve embraced our role with consumers with this new energetic creative direction, by subverting the category norms & bringing some excitement – as only Mercury Hard can do.”
Clemenger BBDO Melbourne Executive Creative Director, Jim Curtis, said, “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.”
Tom Gould, Director at Sweetshop said, “I loved working on these scripts. The production process was collaborative from the very beginning – I was Directing in New York with my team, and the client and agency were on the ground in Melbourne. I have always wanted to use aerial lighting techniques for something special, so it was exciting being able to bring our orchard to life in this way.”
CREDITS:
Client: Carlton & United Breweries
Brian Phan – General Manager, Marketing
Stephen Amiet – General Manager, Sales – Southern
Marc Lord – Senior Marketing Manager
Wendy Lin – Assistant Brand Manager
Creative agency: Clemenger BBDO Melbourne
Media agency: PHD
Production:
Production Company: Sweetshop
Director: Tom Gould
Executive Producer: Greg Fyson
Line Producer: Sophia Rothbart
Managing Director: Edward Pontifex
DOP: Patrick Golan
Offline Editor: Joe Kell
Post Production: Arc Edit
Music House: Copra Recordings
Sound House: Rumble Studios
