Clemenger BBDO, Melbourne’s new outdoor campaign celebrates 100 years of Mercury Cider
Australia’s original Mercury Cider has launched an historic outdoor campaign via Clemenger BBDO, Melbourne to celebrate 100 years of cider making.
The aim is to unashamedly point out Mercury’s masculine credentials while revealing a few ‘home truths’ about the everyday bloke.
Launched this week, the ads will run in the Tasmanian and Victorian heartland through until the end of December.
In Victoria ‘Here’s to 100 years of being mistaken for beer’ leads the way, while Tasmanian blokes can expect to see ‘Here’s to 100 years of being Tassie’s best export’.
Other lines celebrate ‘100 years of navigating without a map’ and ‘building stuff without a manual’. In line with Mercury’s inherently masculine look and feel, the creative suggests that not much has changed in 100 years – for both blokes and cider – encouraging us to appreciate the honest principles of the Aussie male in an overtly feminine category.
“Mercury has stayed true to its casual, unassumingly blokey credentials and has been a pioneer for more social ‘man time’,” says Clive Coleman, Mercury’s group marketing anager.
“This campaign highlights that just like catching up with mates at the pub, Mercury will always be there and will always be real, genuine and consistent.”
Australia’s original cider was created in Hobart in 1911 by a little-known Frenchman named Auguste Bonamy, who passionately combined the best European methods with the freshest local Tasmanian ingredients to press a robust, full-bodied cider to last the ages.
Cider lovers can enjoy four different Mercury apple cider variations including Mercury Draught, Mercury Sweet, Mercury Dry, and Mercury Light.
Mercury Draught, Sweet, and Dry available nationally and Mercury Light only available in Tasmania.
CREDITS
Client: Carlton United Brewers – Strongbow
Group Marketing Manager – Clive Coleman
Senior Brand Manager – Carlie Galloway
Assistant Brand Manager – Rob Elder
Agency: Clemenger BBDO Melbourne
Executive Creative Director – Ant Keogh
Creative Directors – Tom Martin, Julian Schreiber
Copywriter – Chris Hillary
Art Director – Dan Jones
Senior Print Producer – Mary Darzi
Retoucher – Mike McCall
Planning Director – Michael Derepas
Account Director – Brett Williams
Account Manager – Elizabeth Bierre
Photographer:
David Rosendale Photography
14 Comments
I didn’t think it possible but this is even more boring than the Strongbow stuff.
Here’s to more of those ‘amusing’ male cliches.
Oh, and women take ages to get ready and men like barbecues.
I thought I was Tassie’s best export?
Hang on a minute! I just read it was Strongbow Season from the same agency.
Yet another stunning cider campaign.
Quick get it into AWARD before it’s too late!
Are the ads about the cider or the drinker?
Gathering they should be about the cider as the whole ‘idea’ appears to be the 100th birthday, but then half of the executions are about the drinker?
I’m not only bored, but also confused.
A bit of a yawn to be frank, expect better from this list of people
I was fairly sure men saw ‘social man time’ as having a beer. Or perhaps a Rekordelig on ice is the new initiation into manhood? I’m guessing Mercury Light for beginners (read: waiting for puberty).
the ‘100 years of being mistaken for beer’ is the good one.
Good to see Clems are capable of shit work too.
meh. boring. Clems are better than this
Go Darzi you spectacular little thing! GO!
Yeah surprisingly mediocre for Clems.
So they are human.
Let’s face it, if these had come out of another agency, (heaven forbid a Tasmanian agency), everything from the choice of font, typography, visual style etc would be getting a bagging.
Not the worst ads you’d ever see, but pretty pedestrian, and not the type of work you expect from this lot.
Maybe there is a story behind it, but if you put it up/PR on CB you have to expect what comes.
Ola Mexico! Go Jonesy!