Addlestones

RE-IGNITING BRAND GROWTH

ADDLESTONES
FREE RANGE CIDER

Brand

BRAND RELATIONSHIP

From "Old Friends" to "Kinship"

KEY BEHAVIOUR

Get Discerning Discoverers to drink Addlestones instead of their usual clear, fruit-flavoured ciders.

KEY BARRIER

Consumers wrongly perceived a cloudy, unfiltered cider to have a challenging and heavy rather than sharp taste.

KEY COMPARISON

Free-range eggs. In a world where people tend to use shortcuts such as ‘organic’ and ‘gluten-free’ to stand in for naturalness, ‘free range’ is well understood and has real meaning.

Free Range Cider

Branding Addlestones as ‘Free Range Cider’ acted as a simple verbal and visual shortcut to a world people already know, appreciate and, as with eggs, feel is worth paying a bit more for.

We were able to build our campaign around the imagery of that world, from the look of egg-crates and selling Addlestones by the dozen to hoardings with organically grown moss!

Results

The business was turned around from significant annual losses against general decline in cider sales, into real growth. Owner Shepton Mallet Cider Mill had employed us planning to sell Addlestones; it was able to do so, to Magners, as a growing brand ahead of its competitors.

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