hunter's cider

I started working on the Hunter's brand in the 90's when I had a small agency called The Steelroom. So it all came full circle when I joined 140BBDO and got to work on the brand again almost a decade later. Hunter's is the leading cider brand in South Africa and other markets into Africa, including Ghana.

Brand positioning

Hunter's Cider has developed a number of new variants over the years, but it's original Hunter's Gold and Hunter's Dry variants lead the market with the brand promise of "Refreshes like nothing on earth".

Start with refreshment

We developed a campaign that would talk to the 'drinking occasion', that first drink at the end of the day, that first drink on the weekend. It encourages consumers to choose Hunter's as their drink to start the occassion / event. Hunter's Gold is typically consumed as the first drink, but because it is sweeter, Hunter's Dry then becomes the session drink providing volume.

We developed activations to support the campaign at both on consumption and off consumption venues, offering various added value prizes for purchase. These ranged from collectible tees to new music for consumers playlists, to the opportunity to win tickets to live music gigs around the country, where we developed different experiential areas for each variant.

Start Something

Start with refreshment evolved into a campaign with activations around the country, encouraging consumers to participate in a countrywide search for new music talent. An influencer strategy combined with the integrated campaign got consumers to interact with the brand like never before, offering rewards along the way.