Brothers Cider, born at Glastonbury, approached Because to develop a creative platform to launch their “Seriously Unserious” brand positioning and promote their new flavours and packaging.

The cider market is in decline, with Brothers experiencing a sharper drop than most, attributed to decreasing alcohol consumption and competition from newer flavoured alcohol drinks. Facing the risk of the brand disappearing altogether within 12 to 24 months, Brothers needed a fresh approach to stand out and capture consumer attention throughout the summer ahead.

Objective: Our objective was to encourage more drinkers to the brand. Targeting an attitude-driven audience, we needed to embody Brothers spirit. And bringing the carefree, festival vibe to life was essential in a world where it’s easy to get bogged down by seriousness.

We wanted to show how Brothers’ new flavours can infuse life with positivity, vitality, flavour and colour.

Solution: It’s time to embrace the festival spirit and joy for life, wherever you are and whoever you’re with. Let’s look at life through a more colourful lens.

We launched the campaign with a 30-second TVC/VOD spot set in a rainy, muddy festival. The ad follows the main character as he splashes through puddles, unbothered by the weather, and joins his friends dancing in the rain, having a BBQ, and enjoying themselves.

Colourful animations swirl around the festival goers, and the ad ends with an older person being dragged through the mud on a pool floaty, wearing a hat and fun, heart-shaped sunglasses.

Making it extraordinary: The campaign also included animated and static digital ads, print and social media, along with in-store promotions and festival events, all part of a £4 million summer push.

Read more

Read less