Martinelli’s Hard Cider

“The aim is not to make new things, but instead, make things new.”

BRIEF Can you teach an old dog new tricks? If you can where would a project like that have the potential to go? By focusing on the historical aspect of a brand like Martinelli’s, with a lot of brand equity, the goal quickly becomes not to make new things but instead to make things new. The premise is, what if an old brand like this entered into the up and coming world of ready to drink alcoholic beverages?

SOLUTION These questions are important, as are the acts of celebration, relaxation and libations. All of these things are something that S. Martinelli’s & Co. knows very well. However, they have something missing from the their product lineup that has the potential to generate huge profits and attract a younger audience back to the Martinelli’s brand. Hard Cider then becomes that new trick for the old dog .

PERSPECTIVE Martinelli’s has always been an admirable brand that many of us have fond memories of. Memories of getting an apple shaped bottle for a great pairing with an after school snack or popping the top off the sparkling cider just in time for the New Year’s Eve countdown to begin. Dick Clark’s rockin’ voice rambling on in the background, oh what great times. Martinelli’s has alway been with us to make our celebrations a perfect hit. With the introduction of the Hard Cider campaign, everyday can be a cause for a celebration.

ASSETS Bottle and Package design, Logo and label design, brand extension ideation and strategy, logo design, typeface design, marketing strategy, photography and art direction.