Michael Cullen reports on the Marketing Institute’s All Ireland Marketing Awards, where Heineken won the team gong for Orchard Thieves cider
If the number of guests signing up to marketing award shows is anything to go by, the economic recession might well be behind us. A total of 886 marketers gathered in Dublin’s DoubleTree by Hilton Hotel, while another 200 or so were said to put their names down on stand-by for the Marketing Institute’s All Ireland Marketing Awards, aka the Aims.
With more glamour on display than you’d see at the Dublin Horse Show, awards were presented in 18 categories. SuperValu’s Des O’Mahony accepted the ad campaign award for Good Food Karma. Seeing off rival teams from AIB, Eir, Glanbia and McDonald’s, Heineken Ireland won the marketing team award for the roll out of Orchard Thieves cider.
When Heineken entered Ireland’s cider market last year the strategy was about the ‘D word’ – disruption. It meant Orchard Thieves taking on the ‘Guinness of cider’, Bulmers and trying for the heights Diageo could not climb with Hudson Blue. An opportunity was there for the Dutch brewer to become Ireland’s top cider within five years but they needed to act fast.
Heineken’s head of innovation Fiona Curtin says the company committed to a €20 million spend and did the homework on reducing risk and breaking Irish drinkers’ habits. Research showed that if Orchard Thieves was to steal share from Bulmers and Strongbow it had to be less about apples and orchards and more about consumers with attitude – ‘happy tribers’.
While many 20 and 30-somethings who buy into taste opt for sweetness in Captain Morgan’s and cocktails, the experts recommended consumers be told about Orchard Thieves’ authentic apple flavour and subtle fizz. A fruitier brand name was considered, one Heineken has registered already and which may yet be launched in Holland, Curtin, left, says.
Heineken agencies Starcom and Thinkhouse help with the messaging. Rothco created a campaign centred on the ‘Be bold’ strapline with a marauding fox as its icon. The TV ad, voiced by acclaimed British actor Michael Gambon, will be reworked with a series of new edits this summer. Events like Electric Picnic and social media got people talking.
So you had remarks like “I’m going to sell my EP ticket unless they have Orchard Thieves”. The brand is sold on draught in 850 pubs, with a near doubling to 1,600 by the end of 2016. Orders amounting to 350,000 hectolitres went out between May and December last year. Cider has a 55pc off-trade share as people stock up for house parties and barbecues.
Curtin – a Marketer of the Year finalist in 2015 – says Orchard Thieves may yet be rolled out across Heineken’s global network. Year four should see the brand break even. While the cider is brewed in Hereford in England, Curtin does not rule out some production moving to her native Cork. High temperatures this summer could see sales rise by up to 15 per cent.
Returning to the other AIM winners… Virgin Media’s Meadbh Quinn won the integrated award and WaterWipes’ Rachel Kelly the marketing innovation award. Permanent TSB’s Sarah Coll came out tops in digital and Tourism Ireland’s Siobhan McManamy accepted the international award. Largo Foods’ Alina Ui Caollai got the nod for her Tayto branding.
SuperValu’s Sean Collins was a winner in loyalty marketing, while Kerry Foods’ Hilary Hughes got the new product award. The Irish language award went to Nemeton TV and Irish Life’s Amanda Cusack won out in customer experience. Aer Lingus’s Michelle McLaughlin was the research winner, while ecommerce went to Littlewoods’ Rossa Butler.
Vodafone’s Robert Hyland accepted the sponsorship gong. Aoife Clarke was honoured for Lidl’s Ladies GAA football PR. KBC Bank’s Dee Currid got a gong in mobile marketing. Laya Healthcare’s Lorraine Walsh won the corporate social responsibility category. The small business marketing went to Kennys’ Karen Golden. Kerry Foods’ chief executive Stan McCarthy was named marketing champion, an award sponsored by the Irish Independent.
