Orchard Thieves Cider: Thieving the Spotlight
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...