Carlton & United Breweries: The Rise of Mercury Hard Cider
Agency: Denomination
Executive summary
Mercury Cider is Australia's oldest cider brand founded in 1911. Despite a loyal customer base, Mercury was experiencing a steady decline exacerbated by a lack of awareness amongst younger consumers in the booming cider category. In 2014 the client, CUB, developed a number of strategic directions to explore. This involved not only looking at the packaging but also at the actual liquid. Out of this came an innovative positioning for a "Hard" Cider: a higher alcohol offering that would sit alongside the parent brand.
The...