Heineken Ireland has launched a new campaign called “The Joy of Simple” for its new premium cider Applemans which now joins its stablemate Orchard Thieves.
The agency partners working on the campaign include Rothco, Starcom, MCCP and Thinkhouse.
According to Emma-Jane McKeown, senior brand manager of Appleman’s: “Irish people expect, and deserve, choice – they have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s and the growing popularity of Orchard Thieves, we are able to say that Irish people have choice in cider. Globally, Heineken is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s.
“We’ve worked closely with our agency partners on the development of the brand’s marketing activities -– rejecting all ideas that do not retain our ethos of celebrating the joy in simple. This has been an incredible journey – from inception to launch, developing everything specifically for the Irish market, with the collaboration, guidance and support of our global team and our cider master.”
The launch includes a major TV campaign which was developed by Rothco. According to Emma Sharkey, creative director with Rothco: “In a world where people are bombarded by overly-cluttered TV advertisements, we wanted to strip our message right back. We wanted an ad that was about a feeling – a joyful feeling that simply delivers what we think the experience of Appleman’s Cider is. We worked with an exceptional team at Outsider Productions and Director, Scott Lyon, to deliver a confident ad that brings our brand launch into a less cluttered, more sensorial, simple space. We were lucky to work in collaboration with a client who shared our vision for delivering ‘The Joy in Simple.’”
Credits:
Client: Heineken Ireland
Emma Jane McKeown, Senior Brand Manager, Cider
Radina Shkutova, Marketing Director
Agency: Rothco
Head of Production: Margaret Levingstone
Agency Producer: Laura Ellis
Executive Creative Director: Alan Kelly
Creative Team: Emma Sharkey and Ray Swan
Finished Artist: Dave Gallagher and Gerry Cole
Head of Account Management: Miriam Hendrick
Account Director: James Moore
Account Manager: Karen Kenny
Strategy: Paul Hughes and Kathy Troy
Production Company: Outsider
Director: Scott Lyon
Producer: Zeno Campbell-Salmon
Director of Photography: Will Bex
Editor: Art Jones @ Work
Service Production Company: Sweet Media
Post House: Electric Theatre Collective
Sound: Mutiny
Photographer: Jonathan Knowles
Photography Retoucher: Hannah Sharkey and Gareth Pritchard
Music:The Last Time performed by Andrew Oldham Orchestra, written by Mick Jagger and Keith Richards
Music Supervision: David Bass at Theodore
Web Design and Development: Stephen Marron, Webniche
