Orchard Thieves was a new cider crafted to appeal to a vibrant, urban audience. Our brand idea was to reward those who boldly pursue enjoyment, and we launched the brand with the simple mantra, BE BOLD.
We wanted the brand to live up to Be Bold in everything it did, and for our launch not to go unnoticed, so we worked to pull off a media first, and do something truly bold, by literally thieving other brand’s commercials.
As a seed phase for our campaign, we stole time from Meteor and Hailo’s commercials. We didn’t explain or brand our interruptions, except for a simple hashtag #bebold. The aim was to create intrigue and to get people talking. Anyone who sought us out on social was instantly rewarded with an invitation to our launch events and free samples.
During our seed phase of 4 days, pre launch, 452,500 adults, 18-34, saw the Orchard Thieves’ Fox creep across their screens hijacking ads. #bebold generated 733k impressions, and grew Twitter by 410 followers and Facebook by 498 fans.