5 Seeds Cider launches new brand campaign

4 May 2016
 

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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

 

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