The Indian beer and cider market is an absolute jungle, with well-established beer brands dominating the scene. Non-craft beer accounts for 98.8% of the market, leaving only 1.2% for craft beer, cider, and other alternatives combined.*
Cider, in particular, has barely made a dent in the market. Low consumer awareness, overwhelming preference for beer, and confusion between craft beer and cider are all factors that take the fizz out of new product adoption.
*2022 Euromonitor Report
L74 already had a strong foundation with its existing messaging, The Bright Cider Life. Our goal was to take it up a notch, differentiating L74 in the market and establishing it as more than just another cider brand. With its distinctive branding and visually striking design, we had the opportunity to push creative boundaries and craft a campaign that fully captured the adventurous and refreshing experience, as well as the premium taste L74’s ciders offer.
We crafted a fun strategy to position cider as the better alternative to beer. By leveraging the unique attributes of cider over beer, we inspired our audience to view L74 cider as a cooler, tastier, more refreshing alternative. With beer painted as the “been there, done that” option, the switch to cider was not just a change but an upgrade.
This proposition encouraged consumers to embrace new experiences and refresh their perspectives. By going against category conventions and making consumers reconsider their choices, this approach leveraged storytelling to bring the product’s vibrant, bubbly personality and superior taste offering to life.
While most travelers are content with the usual sightseeing spots, lounging in shacks with a beer, or hitting up the same old clubs, there are those who crave something different. L74 Cider is crafted for dreamers and explorers who crave a refreshingly different trip down to the last drop. We encapsulated this idea using short-form content, making snackable and memorable videos for the brand’s social media.
To bring ‘Trip Different’ to life, we created eight films that captured the essence of the concept, making L74 an essential companion to any adventure. These films were designed to be visually compelling, creatively engaging, and strategically structured to resonate with the audience.
- The campaign kicked off with a brand manifesto film that established the core messaging of ‘Trip Different.’ This film set the tone for the storytelling approach and positioned L74 as the go-to cider for those seeking unique experiences.
- We followed it up with three films dedicated to showcasing L74’s distinct flavors, highlighting how each one offered a unique taste experience.
- The remaining three films focused on the lifestyle associated with L74 – capturing the spirit of spontaneity, adventure, and breaking away from the ordinary.
- All films were executed in a studio shoot to maintain high production quality while ensuring they remained short, snappy, and engaging for Instagram’s fast-paced format.
- Collectively, the films garnered about 4 million views on Instagram, with the brand manifesto film alone racking up 2.6 million views.
