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2016

Orchard Thieves Cider – Stolen Ads

Company Rothco
Client Orchard Thieves
  • Bronze
    5 Innovation (Innovation Partner: INM) - Creative use of Media
Creative Director
Alan Kelly
Art Director
Ray Swan
Copywriter
Emma Sharkey
Account Director
Clare Connolly
Account Manager
Ann Reddan
Account Manager
Aishling O'Meara
Planner
Paul Hughes
Digital Planner
Emer Fitzgerald
Marketing Director
Sharon Walsh
Head of Innovation
Fiona Curtin
Innovation Manager
Gemma Adams
Agency Producer
Barbara-Ann Hegarty
Production Company
Rothco
Director
Ray Swan
Editor
Paul Power
Editor
Martin Osborne
Sound
Rothco
Media Planner
Dave Tallon
Media Planner
Anna Doyle
Media Planner
Colum O'Hara
Creative Director
Alan Kelly
Art Director
Ray Swan
Copywriter
Emma Sharkey
Account Director
Clare Connolly
Account Manager
Ann Reddan
Account Manager
Aishling O'Meara
Planner
Paul Hughes
Digital Planner
Emer Fitzgerald
Marketing Director
Sharon Walsh
Head of Innovation
Fiona Curtin
Innovation Manager
Gemma Adams
Agency Producer
Barbara-Ann Hegarty
Production Company
Rothco
Director
Ray Swan
Editor
Paul Power
Editor
Martin Osborne
Sound
Rothco
Media Planner
Dave Tallon
Media Planner
Anna Doyle
Media Planner
Colum O'Hara

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.

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