Monteith's Crushed Cider: Sorry about the twigs, folks

Monteith's Cider successfully differentiated itself from category rivals in New Zealand with this campaign, which used the brand's heritage to position it as a high-quality choice.

Monteith's Crushed Cider: Sorry about the twigs, folks

Colenso BBDO Auckland

Advertiser: DB BreweriesBrand: Monteith's Crushed CiderCountry: New Zealand


To say the New Zealand cider market is highly competitive would be an understatement. In response to category growth, the last two years have seen an absolute flood of new competitors enter the market. No less than a quarter of all sales in the last year have come from new entrants.

This flood of new ciders meant that Monteith's, a traditional brand mostly associated with beer, was in serious danger of drowning. Its older, provincial...

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