Royal Unibrew Design & Branding TEMPT CIDER DESIGN by DDB Copenhagen

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Industry Alcohol-free beer and Ciders
Media Design & Branding
Market Denmark
Agency DDB Copenhagen
Art Director Jannik Wikkelsø Davidsen, Gry Strange Echwald, Daniel Korn
Copywriter Bue P. Peitersen
Illustrator Johannes Bojesen
Strategic Planner Puk Rohde
Released April 2011

Credits & Description

Category: ii. Core FMCG
Product/Service: TEMPT CIDER
Art Director: Gry Strange Echwald (DDB)
Art Director: Jannik Wikkelsø Davidsen (DDB)
Art Director: Daniel Korn (DDB)
Copywriter: Bue P. Peitersen (DDB)
Account Manager: Lotte Rask (DDB)
Account Manager: Kristina Karlsson (DDB)
Group Account Director: Morten Sune Jonas (DDB)
Strategic Planner: Puk Rohde (DDB)
Final Artist: Michelle Hilden (DDB)
Illustrator: Johannes Bojesen (Freelance)
Media placement: Bottle - Trade, Convenience, HoReCa - 18 April 2011

Describe the brief from the client
Royal Unibrew wanted to be a part of the Danish cider market. Royal’s Tempt Cider should be the new and exciting cider brand on the market. The refreshing brand for the young people who are curious about life and dare to live it. Tempt Cider is for the free and rebellious who dare to be tempted and follow their curiosity to new experiences waiting around the corner.

Describe the challenges and key objectives
The big challenge was that Carlsberg owned the market with their cider brand Somersby. And we could not compete with their budgets.

Describe how you arrived at the final design
The Tempt design is full of secrets and charming details. Details that you want to explore. The product should be in the media and support the positioning 'Tempt Cider is for people who are curious about life'. This is why the illustrations tell small stories for people who take a closer look. On the back label we made a keyhole where you can read a hidden massage: “I have a secret –”. On the website you can see, tell and share secrets, and you can find secret masquerade parties.

Give some indication of how successful the outcome was in the market
The launch was a great success, immediately placing Tempt as the second best selling cider brand in Denmark with a 20% market share.