Apples float, pears don’t. That’s a fact.
To launch Monteith’s Crushed Pear Cider we created a campaign to show its clear superiority over an unlikely foe, Monteith’s Crushed Apple Cider.
With a series of ‘tongue in cheek’ comparative advertising pieces we promoted two products at the same time and talked about the product benefits in a refreshing way.
And by competing with itself Monteith’s Cider could be the first AND second choice in the market.
The campaign was portrayed in print, radio, online, in bars, liquor outlets and a few rather unexpected places.
Digital RainbowsSKITTLES IRELAND
Winning LocksASSA ABLOY
The Italian JobTUSCAN TRAILS
Plug in the peopleMEASUREMATCH
It’s Skittling Down This SummerSKITTLES IRELAND
The Hunter WithinCRAVE
Say ItLOTTO NZ
Treat them this ChristmasMARS PETCARE
An Out of Shell ExperienceSKITTLES IRELAND
Fully EquippedF. WHITLOCK & SONS
The World's Favourite LocksASSA ABLOY
Naturally GoodDEEP SPRING
Race for RanchosPEDIGREE
Boston Shoe LaunchBOBUX
The Nikolai OrganisationSMIRNOFF
Flippin' Kiwi GeniusWATTIE'S
Single Source BeerMONTEITH'S
Apple vs PearMONTEITH'S CIDER