TWIGS by Colenso BBDO Auckland for Db Breweries

TWIGS

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Industry Beers and Ciders
Media Print, Magazine & Newspaper, Outdoor, Billboard, Poster, Transportation & Vehicles, Case study
Market New Zealand
Agency Colenso BBDO Auckland
Art Director James Tucker
Copywriter Simon Vicars
Creative Aaron Turk
Designer Mike Davison
Business Director
Photographer Steven Boniface, Simon Harper
Released June 2012

Awards

Cannes Lions 2012
Promo and Activation Lions Best Integrated Campaign Led by Promotion and Activation Gold
Outdoor Lions Small Scale Special Solutions Gold
Promo and Activation Lions Alcoholic Drinks Silver
Promo and Activation Lions Best Use of Guerilla Marketing in a Promotional Campaign Bronze
Media Lions Fast Moving Consumer Goods Bronze

Credits & Description


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: Product & Service
Category: Alcoholic Drinks
Title: SORRY ABOUT THE TWIGS, FOLKS
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
Creative Chairman: Nick Worthington (Colenso BBDO)
Art Director: James Tucker (Colenso BBDO)
Copywriter: Simon Vicars (Colenso BBDO)
Creative: Aaron Turk (Colenso BBDO)
Group Account Director: Marcelle Baker (Colenso BBDO)
Account Director: Saya Tran (Colenso BBDO)
Account Manager: James Cummins (Colenso BBDO)
Planning Director: James Hurman (Colenso BBDO)
Agency Producer: Sheriden Derby (Colenso BBDO)
Photographer: Steven Boniface (Steven Boniface Photography)
Photographer: Simon Harper (Harper Photographics)
Retoucher: Kevin Hyde (Imagecraft)
Designer: Mike Davison ()
Describe the brief from the client
Monteith’s Brewing Co. wanted cider drinkers to know that their cider contains freshly crushed fruit, not concentrated fruit syrup like their competitors. In a rapidly growing and cluttered cider market, this ‘not from concentrate’ proposition was a point of difference Monteith’s were keen to own.


Describe the creative solution to the brief/objective.

Real twigs from Monteith’s orchards were slipped into the packaging of Crushed Apple cider and Crushed Pear cider 12 packs before they were distributed to liquor stores and supermarkets.
After two weeks, and with public interest at its peak, a carefully crafted apology was published in the paper. 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.


Describe the results in as much detail as possible.

The twigged boxes got Monteith’s all over the news and across social media. Radio stations took calls from drinkers who had found twigs in their cider packaging. Monteith’s call centre was inundated with enquiries. Over the campaign period, Monteith’s Crushed Cider sales increased by 32%, the campaign generated earned media 50 times our PR budget and Monteith’s completely sold out of their 12 pack cider.


Companies go to great lengths to avoid faults in their products. We went to great lengths to create one. By defying marketing logic, and actually sabotaging the very product we were trying to sell, we were able to tell our fresh fruit message in a new, compelling way.