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The Way It Should Be
The brief:
Help Blackthorn target cider loyalists and regular drinkers who prefer standard cider.
Our response:
Create a campaign home to poke fun at things that aren't 'The Way They Should Be'.
The details:
Research suggests regular cider drinkers prefer traditional, standard cider. So following the public outcry and Facebook pressure groups protesting against the new formulation of Blackthorn Cider, DHM highlighted its return to its old recipe through a print, outdoor and online campaign.
We were tasked to build a hub for the campaign which focuses on behaviour that is likely to annoy potential Blackthorn drinkers, such as men in budgie smugglers.
The lowdown:
Digital Strategy, Website Design & Build, Facebook API's, Voting System, Photo Uploader Mechanic, Online Advertising and Facebook pages.
The highlights:
- Since relaunch the brand has attracted 100,000 new drinkers
- Sales increase over 4%
- Helping Blackthorn drinkers to get if off their chest
