Mercury Hard Cider Launches a Mysterious New Campaign

    By The Staff - Nov 9, 2020
    Mercury Hard Cider Launches a Mysterious New Campaign

    Carlton & United Breweries’ Mercury Hard Cider is inviting Australians to ‘Explore the Dark Side of Cider’ to promote the launch of two flavors, Crushed Raspberry and Crushed Passionfruit.

    The cinematic spot, a mystery adventure, created by Clemenger BBDO Melbourne and directed by Sweetshop’s Tom Gould ends in a hard cider party in the woods.

    “When we talk to our consumers, they tell us they love to drink Mercury Hard Cider in higher tempo & party occasions,” said Mercury Hard Cider, Senior Marketing Manager, Marc Lord. “We’ve embraced our role with consumers with this new energetic creative direction, by subverting the category norms & bringing some excitement – as only Mercury Hard can do.”

    “The cider category has long lived in a world of bright skies, sunny orchids, and rustic apple crates,” said Clemenger BBDO Melbourne Executive Creative Director, Jim Curtis. “Hence, why it’s the perfect time for people to start exploring the other side of cider. The darker side. This is the world we aimed to bring to life in this campaign.”

    “I loved working on these scripts,” said Tom Gould, Director at Sweetshop. “The production process was collaborative from the very beginning – I was Directing in New York with my team, and the client and agency were on the ground in Melbourne. I have always wanted to use aerial lighting techniques for something special, so it was exciting being able to bring our orchard to life in this way.”


    Client: Carlton & United Breweries

    Brian Phan – General Manager, Marketing
    Stephen Amiet – General Manager, Sales – Southern
    Marc Lord – Senior Marketing Manager
    Wendy Lin – Assistant Brand Manager

    Creative agency: Clemenger BBDO Melbourne

    Production Company: Sweetshop
    Director: Tom Gould
    Executive Producer: Greg Fyson
    Line Producer: Sophia Rothbart
    Managing Director: Edward Pontifex
    DOP: Patrick Golan

    Offline Editor: Joe Kell
    Post Production: Arc Edit
    Music House: Copra Recordings
    Sound House: Rumble Studios


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