DB Monteith's: Sorry about the twigs, folks

Monteith's ciders faced the challenge of maintaining their price premium and market share as new brands flooded the category in New Zealand.

DB Monteith's: Sorry about the twigs, folks

Category: Most Progressive CampaignAgency: Colenso BBDOClient: DB Monteith's

Summary

A simple twig is responsible for driving market share and maintaining a price premium for Monteith's cider brands. The discovery of twigs in 12 packs of Monteith's cider, proved the authenticity of product with consumers, delivering the message the cider was made from real crushed fruit.

Monteith's ciders are a premium product in a massively competitive market. New cider brands were flooding the category, making maintaining price premium and market share a huge challenge.

For Monteith's to rise above...

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