I chose to look into the brief Orchard Pig, as the "craft beer" like cider is an interesting concept and a good USP to base a concept on.
The idea behind this brief is to use social media to deliver Orchard Pig as the only Craft Cider. (Becoming digitally notorious P.I.G.)
The fact that Orchard Pig is the only “craft beer” like cider on the market gives it a USP that needs to be amplified in order to make this fact known and admired by perspective drinkers.
My challenge would be to inspire and engage customers with the Orchard Pig brand, behaviours and what it stands for, digitally.
The idea would have to work across multiple channels, however i can focus on social media outputs that are used at the moment by Orchard Pig, or introduce new social media outputs running alongside what is alreading being used if i wish.
Principles -
- “Stay rooted”
- Simplicity
- Fun
- All about cider
Values -
- Bold (be different)
- Cider (All about cider)
- Rooted in summerset (proud of where they are from)
- Mischievous (catalyst for fun)
- Simple (brand and product)
- Inclusive (for anyone and everyone)
