Cider has been sitting on the same branch of the apple tree for too long.
5 Seeds Cider has launched a new brand campaign to change the perception Cider is only for laid-back drinking occasions to higher-energy sociable occasions with the new ‘Refreshingly Different’ brand positioning.
‘Plant the Seed’, produced by BMF and the Sweet Shop, reveals three new product innovations that aim to explore new pathways of growth for the cider category.
The new campaign features a frozen moment between friends, where an apple orchard has overtaken a house party.
Lion’s marketing director Gordon Treanor says: “The 5 Seeds brand was created from our observation that when you cut an apple in half from a different angle, at its core you will find five seeds. This also informs the brand’s philosophy – when you look at things in a ‘refreshingly different’ way you open up new possibilities. Through new product innovation and this new brand campaign we’re hoping to open up new possibilities for cider and extend its relevance into new drinking occasions”.
The campaign is now live across cinema, TV, digital, social, outdoor, print, on-premise and music festival activations, and will be part of an ongoing repositioning for the 5 Seeds brand.
Credits:
Executive Creative Director: Cam Blackley
Art Director: Harry Neville Towle
Copywriter: James Sexton
Planning: Sarah Hood and Hugh Munro
Managing Director: Steve McArdle
Client Services Director: Dan Lacaze
Account Director: Kyle Abshoff
Account Managers: Megan Mabin and Eva Gibeault
Agency Producer: Esta Lau
Production Company: The Sweet Shop
Director: Dylan Pharazyn
Producer: Allison Lockwood
Executive Producer: Edward Pontifex
Managing Director: Wilf Sweetland @The Sweet Shop
Post Production: Beryl, Auckland
VFX Supervisor: Stuart Bedford
Colourist: Edel Rafferty
Editor: Simon Price @Method Studios
Sound Production: Rumble Studios
Sound Design: Tone Aston @Rumble Studios
Music Production: Lukas Farry
DoP: Mauro Chiarello Ciardo
Art Buyer: Basir Saleh
Print Producer: Karen Liddle
Photographer: Magdalena Wosinska
Gordon Treanor, Marketing Director Lion
Justine Coates, Marketing Manager Lion
Tom Bills, Brand Manager Lion
