The campaigns aim is to promote both ranges of cider however has been released with the growth of “cloudy apple” flavour and therefore used to promote the fact that 5 Seeds is “Not As Sweet As You Think.” The campaign has been set up in order to help continue the growth of the cloudy apple flavour as well as continue the promotion of the crisp apple flavour. Fortunately for BMF they had the ability to not only work off the already established crisp apple product that has been established since 2009 but also tooheys 140 year history in the beer market. This allows for a great advantage when promoting a product as consumers already carry brand awareness about the company.
Jon Bradshaw, Lion Nathan Brand Director, has stated this campaign has followed its original brand promise to “shake up the old fashioned cider market”
Lion Nathan have released a cider that is not as sweet as normal ciders and they look to show the consumer this in there video in which two, what appear to be ladies, travel through an idyllic setting before realizing at the end of the ad they are in fact men. This ties in with the “Not as sweet as you think slogan” and works on different levels for the brand.
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