Strategic design and marketing agency Black Cab worked in association with Clovers Cider to build and manage their social media presence as a premium alcobev offering in a category relatively new to the Indian market.

Clovers Cider comes from the House of Cooneys in Ireland, a family steeped in cider making for three generations.

This Irish apple cider was poised to launch across a few cities in India in March, 2020 when their partnership with the agency began.

At Black Cab, tasked with the creation and execution of a robust digital media strategy for a cider brand establishing its presence in India, our greatest challenge for the project was devising content at the onset of a global shutdown due to the pandemic and both building and sustaining hype for the product before it can make a full launch.

Black Cab drew upon the rich heritage behind the making of the product to develop a tone of communication for Clovers Cider, using the fantastical narrative of the brand story as the basis for the design language for all its digital content.

Our strategy for the brand wove in elements that would hold an enduring mystique with the Indian consumer. We categorised the content for the brand to serve multifold purposes such as segment and product awareness geared towards the Indian market.

In the absence of access to creating photography led social media content, we used mixed media animations and furthered the articulation of the mythical legend of the brand story using this design strategy, to set the brand mood.

Topical content that does well in the Indian digital market was a focus, and our creatives ahead of the resumption of the English Premier League in England garnered heavy engagement for the brand pages on social media.