A blockbuster cider brand.
Client:
Mallets Cider
Work:
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.
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.
The art of Shepton
Hyper-real creative demands a command of digital painting. The Halo art team developed and executed all the post-production inhouse, staying intimately aligned with the production and design process every step of the way.
Sales Increase
For first 6 weeks of campaign
Campaign Recall
In effectiveness tracker survey
National Off-Trade listings
Significant national presence in Tesco & Booker
Official Cider of Glastonbury Festival
4 year exclusive deal
Instagram stories
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.Emmy Webster, Senior Marketing Manager
