Orchard Thieves is a brand new cider that wanted to bring something very different to the category. With its cheeky name and mischievous personality, we launched this brand with the simple mantra, BE BOLD.
As in, be the very thing your mammy always told you not to be! How? By being bold in everything we did. We integrated our TV ad, online advertising and mobile website by encouraging our audience to be bold and allowing them to thieve pints and props from our TV ad through our site – denofthieves.ie
Then, as the props were successfully pinched, they also disappeared from our broadcasted commercial, so that the audience could really see that someone had successfully thieved them.
The result, a properly integrated launch.