THE MASTERPIECE OF THE ART OF BREWING CIDER
| Title | THE MASTERPIECE OF THE ART OF BREWING CIDER |
| Brand | SAKU BREWERY |
| Product/Service | NEW NATURAL CIDER "PILVINE ÕUN" |
| Category |
A04. Animation/Motion Graphics |
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Entrant Company
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IMAGINE AD Tallinn, ESTONIA
|
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Advertising Agency
|
IMAGINE AD Tallinn, ESTONIA
|
Credits
| Sven Luka |
Imagine Ad |
Creative Director |
| Kristiina Randrüüt |
Imagine Ad |
Art Director |
| Maarika Stroo |
Imagine Ad |
Project Manager |
| Tanel Drui |
Imagine Ad |
Photographer |
Creative Execution
We decided to create the most simple web banner in a way it has never been done before – by painting it on a large canvas frame-by-frame. The first of this kind in the world!
The campaign, which included a banner campaign, made the new cider a market leader. To be more specific, its market share doubled compared to its main competitor. Within the six months, the sales figures of Saku’s new product went up by 900% compared to the brewery’s previous cider of the same segment!
Moreover, Nielsen market research revealed consumers were thrilled about the new natural cider. As much as 93% of those who have tasted the new cider are planning to buy it again. Of those who have not yet tried the cider, 88% are definitely going to do it.
Product:
A truly natural cider without any additives or added sugar. (Apple cider contains 95% of natural apple juice)
Target group:
Men and women aged 25-35 who are interested in culture, are fashionable and self-aware and know what they want out of life. They spend a lot of time on the Internet.
Market position:
Saku Brewery’s previous cider of the same segment Kiss Premium Dry is occupying the third place in this type of cider sales.
Background:
While natural and craft beers are becoming increasingly popular, cider has got the Cinderella role. Moreover, people tend to think that cider is “chemistry” full of preservatives, additives and other synthetic ingredients.
Objective:
To launch natural ciders and to become a market leader. The secondary goal was to educate consumers telling them that it’s possible for cider to be a very natural beverage without any additives.