Angry Orchard

TASK: Grow sales in a shrinking category increasingly dominated by craft brands and flavours
STRATEGY: Focus on new-to-category buyers and demonstrate flavour credibility vs. flavour variations

PROBLEM: With so many cider flavours available, it’s difficult to tell authentic cider from “alcoholic juice”
TRUTH: Angry Orchard’s brewmasters are unapologetic about their attitude towards product purity
PROPOSITION: Angry Orchard is the apple cider that bites back

RESULTS:
• +23% year-over-year sales (vs. -3% category decline)
• +0.5% market share gain
• Creative exceeded Ad Recall and Purchase Intent benchmarks by 3x
• Campaign halted 3-years of flat growth