TWIGS by Colenso BBDO Auckland for Db Breweries

TWIGS

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Industry Alcoholic drinks & Tobacco, Beers and Ciders
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Digital, Interactive & Mobile, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Released June 2012

Awards

One Show 2013
One Show Integrated Branding / Consumer Campaign Merit

Credits & Description

SORRY ABOUT THE TWIGS, FOLKS
Type of entry: Ambient
Category: Small Scale Special Solutions
Advertiser: DB BREWERIES
Product/Service: MONTEITH'S CRUSHED CIDER
Agency: COLENSO BBDO Auckland, NEW ZEALAND
Advertiser DB BREWERIES
Product MONTEITH'S CRUSHED CIDER
Entrant COLENSO BBDO Auckland, NEW ZEALAND
Type of Entry: Ambient
Category: Small Scale Special Solutions
Title: TWIGS
Advertiser/Client: DB BREWERIES
Product/Service: MONTEITH'S CRUSHED CIDER
Entrant Company: COLENSO BBDO Auckland, NEW ZEALAND
DM/Advertising Agency: COLENSO BBDO Auckland, NEW ZEALAND
Nick Worthington (Chief Creative Officer)
Simon Vicars (Copywriter)
James Tucker (Art Director)
Steven Boniface (Photographer)
Group Account Director: Marcelle Baker. (Account Supervisor)
Jennie Macindoe (Db Breweries) (Advertiser's Supervisor)
Agency Producer: Sheriden Derby (Producer)
Account Director: Saya Tran. Account Manager: James Cummins (Account Manager)
Planning Director: James Hurman. (Planner)
Account Director: Saya Tran. Account Manager: James Cummins (Account Manager)
Planning Director: James Hurman. (Planner)
Description of Ambient execution
We needed New Zealanders to know that Monteith’s cider is made using fresh fruit, not concentrated fruit syrup. So we slipped real twigs from Monteith’s orchards into boxes of Crushed Apple cider and Crushed Pear cider before they were distributed to liquor stores and supermarkets throughout the country. After two weeks, and with public interest at its peak, an apology for the stray twigs was published in the country's biggest newspaper. Apologies also appeared in the form of patched billboards, online banners and on-pack stickers. Every apology became the perfect platform to spread our simple message: the fruit in Monteith’s cider comes from a tree, not out of a can.