Heineken Ireland: Orchard Thieves Launch

This case study explores how Heineken Ireland launched a new cider, Orchard Thieves, with the hashtag #BeBold, a series of online and offline efforts that put 1.1 million drinks into Irish hands: over a third of the population.

Orchard Thieves Launch

Campaign details

Brand: Heineken IrelandAgency: guns or knivesCountry: Ireland

Background

In 2015 the cider market in Ireland was worth over €366 million, Bulmers controlled over 80% of this. In 2015 Heineken Ireland launched Orchard Thieves to take on the cider market. We needed to disrupt the competition, get talked about and drive trial. We had to deliver big impact to drive top of mind awareness amongst our target.

For this launch we developed a through the line plan all centered around one clear creative idea, #BeBold, that lived in on & off–trade,...

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