Orchard Thieves Cider: Thieving the Spotlight

This case study describes how cider brand Orchard Thieves Cider used a multichannel approach to appeal to Millennials to launch into the market in Ireland.

Orchard Thieves Cider: Thieving the Spotlight

Emer Fitzgerald, Anna Doyle and Fiona Curtin

Campaign details

Brand: Orchard Thieves CiderBrand owner: Heineken IrelandLead agency 1: RothcoContributing agency 1: StarcomCountry: IrelandIndustries: Beer & ciderChannels used: Email marketing, Games & competitions, Integrated, Mobile & apps, Online display, Online video, Outdoor, out-of-home, Packaging & design, Point-of-purchase, in-store, Product sampling, Television, Websites & micrositesBudget: $1 - $3 million

Executive summary

By connecting with a mindset and demonstrating a behaviour vs. just telegraphing a message, Orchard Thieves not only "thieved" the...

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