Heineken Ireland has launched a new campaign called “The Joy of Simple” for its new premium cider Applemans which now joins its stablemate Orchard Thieves.
The agency partners working on the campaign include Rothco, Starcom, MCCP and Thinkhouse.
According to Emma-Jane McKeown, senior brand manager of Appleman’s: “Irish people expect, and deserve, choice – they have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s and the growing popularity of Orchard Thieves, we are able to say that Irish people have choice in cider. Globally, Heineken is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s.
“We’ve worked closely with our agency partners on the development of the brand’s marketing activities -– rejecting all ideas that do not retain our ethos of celebrating the joy in simple. This has been an incredible journey – from inception to launch, developing everything specifically for the Irish market, with the collaboration, guidance and support of our global team and our cider master.”
Read more at AdWorld.ie: http://www.adworld.ie/2018/05/03/the-joy-in-simple/