Mallets is a challenger brand fresh from the historic Showering’s Cider Mill in the heart of Somerset (the spiritual home of cider). The first from a raft of NPD, Mallets is no nonsense, easy drinking, pint, with the medium/ sweet flavour hit only Somerset apples can provide.
But, let’s face it, talking about a refreshing hit of juicy apples is nothing new. And it certainly isn’t going to grab any audience’s attention, especially without the media spend of the big players like Strongbow or Thatcher’s. So, we needed to think smarter.
Halo created a disruptive campaign to take the fight to the mainstream and carve out market share. We developed a central character ‘Shepton, God of Cider’, a parody of Thor in the Marvel series, wielding the mallet from the brand logo as a magical totem, creating refreshing cider for a thirsty nation.
It’s fun and a little irreverent, but it packs a very big punch in terms of distinctiveness and front of mind recall. Mallets are serious about cider, not their advertising.
The God, Shepton, was painstakingly, digitally painted in the Halo studio. We worked on every aspect of the campaign, from creative concepting through to final artwork delivery for all print and digital assets, in-store, in-pub and across all advertising channels.
We had a lot of fun. And sold a lot of cider.
Win/win.
