Mallets Cider

Brand Narrative / Strategy /Campaign /Digital

Mallets is a challenger brand from the historic Showering’s cider mill in the heart of Somerset. Halo were appointed to create a disruptive |trans-media campaign to take the fight to the mainstream and carve out market share in a category fiercely dominated by big name brewers.

95% Sales Increase For first 6 weeks of campaign 84% campaign recall National Off-Trade listings in Tesco & Booker Official Cider of Glastonbury Festival x 4 year exclusive deal

Planning to be different

The strategy and creative execution is knowingly derived from superheroes, myths and fantasy, the character of Shepton, god of cider, has become a beacon for the brand; an engaging frontman putting some fun back into the category and bringing some much needed originality in a market awash with generic positioning based on either festivals or artisanal craft. Mallets takes a resolutely braver approach.

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The art of Shepton

Hyper-real creative demands a command of digital painting. The Halo art team developed and executed all the post-production in house, staying intimately aligned with the production and design process every step of the way.

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“In a space where every cider brand wants to ‘own’ festivals, usually by showing actors dancing in a field at sunset, Halo have created a crazy, over-the-top cider god and we find ourselves headlining every bar at the greatest music event in the world; Glastonbury Festival.”

Marc Charles, Commercial & Marketing Director

Further reading

Halo - Lips

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