Appleman’s® cider specifically developed for Irish people’s taste preferences,
only available in Ireland
A brand new cider, Appleman’s®, has arrived. This beautifully simple, perfectly balanced cider brand launches with an ambitious marketing plan undertaken by HEINEKEN Ireland and its agency partners MCCP, Rothco, Thinkhouse and Starcom.
ABOUT APPLEMAN’S®
Twice pressed, by Fourth Generation Cider Masters, this exciting new cider offers a true apple taste – not too sweet and not too dry. Specifically developed for Irish people’s taste preferences, and only available in Ireland, Appleman’s® is crafted using a handful of the best apples to produce a perfectly balanced, effortlessly refreshing cider.
Developed by HEINEKEN Ireland, the company behind Orchard Thieves, the introduction of Appleman’s® delivers more choice to Irish consumers in an otherwise limited cider landscape.
Appleman’s® celebrates ‘The Joy In Simple’ and the brand is rooted in those simple, social occasions that offer the perfect balance of good friends, great conversation and great-tasting cider. Appleman’s® believes that, as is true of nature, and in cider making, things are just better when they are perfectly balanced. They are simply more beautiful, more joyful. One of Appleman’s® founding beliefs states: ‘When we are balanced within ourselves, within society and within in our environment, we are more productive, more successful, more enriched.’
Emma-Jane McKeown, Senior Brand Manager of Appleman’s®, said: “Irish people expect, and deserve, choice – they have it in wine and in beer – why not in cider? Cider drinkers were starved of choice for years but now, with the launch of Appleman’s® and the growing popularity of Orchard Thieves, we are able to say that Irish people have choice in cider. Globally, HEINEKEN is famous for producing some of the world’s most loved cider brands and we’ve applied this cider knowledge, passion and expertise to develop Appleman’s® – a beautifully simple and balanced cider – it’s like summer in a glass!”
TV, PR & SOCIAL CAMPAIGN
The brand’s commitment to simplicity is central to all of its marketing and communications. The brand’s marketing activity also includes an integrated social, PR and events programme, managed by Thinkhouse.
Emma-Jane McKeown, Senior Brand Manager of Appleman’s®, said: “We’ve worked closely with our agency partners on the development of the brand’s marketing activities -– rejecting all ideas that do not retain our ethos of celebrating the joy in simple. This has been an incredible journey – from inception to launch, developing everything specifically for the Irish market, with the collaboration, guidance and support of our global team and our cider master.”
The launch includes a major TV campaign which was developed by Rothco. Emma Sharkey, Creative Director at Rothco, said: “In a world where people are bombarded by overly-cluttered TV advertisements, we wanted to strip our message right back. We wanted an ad that was about a feeling – a joyful feeling that simply delivers what we think the experience of Appleman's Cider is. We worked with an exceptional team at Outsider Productions and Director, Scott Lyon, to deliver a confident ad that brings our brand launch into a less cluttered, more sensorial, simple space. We were lucky to work in collaboration with a client who shared our vision for delivering ‘The Joy in Simple.’”
INSIGHT & PLANNING
Kay McCarthy of MCCP, partner of HEINEKEN Ireland for the planning and development of the brand, product and communications, said: “Appleman’s® ethos of simplicity is born from audience insights uncovered in the early brand development stages; their lives are complex and they relish those simple moments with friends that do not demand a lot of set up but those that happen naturally. They want brands that make their lives simple and joyful. This is really the basis of all of our thinking for this product and brand.”
Appleman’s® has an ABV of 4.5% and is available on draught, in 500ml cans and 568ml and 500ml bottle. Available in its distinctive, bright, premium green and gold packaging, with simple, refreshing apple cues, Appleman’s® is available exclusively in Ireland at all good bars and off-licences now. For more, check out www.applemanscider.ie
For further information please contact aimee@thinkhouse.ie, danielle@thinkhouse.ie
Find Appleman’s® on Facebook: ApplemansciderIE and join the conversation using #JoyInSimple
Enjoy Appleman’s® responsibly. Visit www.drinkaware.ie
