WOODCHUCK HARD CIDER - BRAND REPOSITIONING
You know the saying “Go big or go home?” Turns out a lot of millennials are choosing to go home.
There is currently a big trend of millennials having much more low-key social lives for a couple of reasons: 1. debts make it tough to have a lot of disposable income, and 2. the invention of dating apps makes meeting people at bars, a big motivator to go out 10 years ago, a lot less important.
But each time they choose to sip around a fire pit or a card game, these same millennials are poking fun at themselves for being “lame”. They feel guilty for not faking it at a club because they think they are supposed to be partying harder, based on all the other alcohol advertising in the market.
Well, Woodchuck is the perfect brand to enjoy in these low-key moments so we made it the brand’s mission to encourage acceptance of that “lame” night in and champion a “don’t try too hard” attitude.
Since the campaign launch in Spring 2019, the brand saw its first sales increase in 7 years. Maybe they were just trying too hard before?
And we had to lead by example by taking a cavalier approach to product messaging because Woodchuck wants you to buy their product, of course. But not enough to try too hard.
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