After last year's campaign focusing on the taste and history of Magners, Red Brick Road have taken the cider brand back to its roots with a new campaign focusing on the idea that "now is a good time."
After last year’s campaign focusing on the taste and history of Magners, Red Brick Road have taken the cider brand back to its roots with a new campaign focusing on the idea that “now is a good time.”
The new TV ad takes the line that “it’s less of the what, and the where, and the how – it’s more of the me, and the you, and the now.”
It’s the kind of idea that great experiential campaigns are made of – as it’s all about the “why” of the product, rather than just the plain facts. The experience and the associated feelings connected with the product are integral, particularly in food and drink products, and alcohol brands really have to tap into this.
We’ve done a number of campaigns with alcohol brands, including Jack Daniels and Russian Standard Vodka, and each one has been more than just promotion – they’ve all been about creating an experience, and allowing consumers to really tap into the positive feelings these drinks are associated with.
As Avnet, Pham & Stephen noted in their 2012 study, “Consumers’ Trust in Feelings as Information” in the Journal of Consumer Research, “incidental mood states are typically more influential when consumers are guided by hedonic/experiential motives than when consumers are guided by utilitarian/instrumental motives” (2012, p.721).
In other words, consumers will be more likely to make a judgement based on their feelings if it’s regarding a product to be experienced, rather than something to be used – so we think this campaign is a great move for Red Brick Road and Magners.
We’ll be keeping an eye out to see if there’s an experiential campaign on its way – after all, now is a good time.