Our Brief: In the competitive drinks industry Blackthorn Cider, produced by Constellation Europe plc, needed to enhance its image amongst opinion forming, mainly, male audience. In order to do this we were required to re-position the brand's persona so that it was more closely aligned with its target audiences' aspirations, while differentiating it from its main competitor.

Our Solution: To create a campaign under the theme "West Coast UK" that aimed to reinforce the brand's provenance in a style that reflected the desirable leisure lifestyle for which the region is renowned. Over 4,500 licensed premises were targeted. For every pint of Blackthorn sold, consumers received a £5 West Coast voucher which could be used to redeem against a range of desirable gifts such as surfboards, mountain bikes, rail travel and balloon flights. The cost of the discount was funded by the 3rd parties in return for the free publicity. The mechanic also featured across 3.5 million cans and bottles enabling consumers to exchange their ring pull and bottle caps to purchase the featured gifts at discounted prices. The programme also had its own website which became the essential guide to "what's on" in West Coast UK and included surf cams, details of music events and accommodation guides, as well as games. Blackthorn also sponsored numerous sport events throughout the region, supported by high profile sporting brand ambassadors.

Our Result: In the Off Trade, Blackthorn became the fastest growing cider brand year-on-year (+44%), while similarly impressive figures were achieved in its On Trade heartland. But above all, the campaign firmly established Blackthorn's credentials in the lifestyle arena and positively changed its image amongst its core audience.