Orchard Thieves: Thieving the Spotlight

This case study describes how great consumer insight and game changing marketing executions have helped newly created Orchard Thieves cider, a Heineken Ireland brand, disrupt the category and market to create success.

Orchard Thieves: Thieving the Spotlight

Agencies: Rothco and Starcom

Introduction & Background

For decades, being a cider drinker in Ireland meant being a Bulmers* drinker. Up until May 2015, it's fair to say that cider tasted like Bulmers in this country, and consumers had little or no choice.

This is the story of how the newly created Orchard Thieves Cider launched into the marketplace, won the hearts and minds of cider drinkers nationally, and took a big bite out of Bulmers' apple in its first year.

The Irish cider market was worth €366 million at the start of 2015. Bulmers...

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