HEINEKEN Ireland is once again shaking up the cider category with the debut of Orchard Thieves Wild Apple Cider, a crisp new choice with reduced sugar and no artificial sweeteners. Innovation and branding agency The Otherly served as creative partners, crafting a compelling brand story and vividly capturing it with a bold identity. The collaboration culminated in the “Head For The Wild” campaign, embodying the spirit of this exciting new addition to the Orchard Thieves brand.

Bursting onto the scene in 2015, Orchard Thieves quickly became a favourite among young Irish consumers for its bold and fresh take on cider. With Ireland being one of the largest cider markets globally and competition intensifying from RTDs and other flavoured alcoholic drinks, there was a thirst for a new cider proposition tailored specifically for the Irish market. HEINEKEN Ireland teamed up with The Otherly to create a bold new extension that would help the brand reclaim its status as the ultimate refreshment choice among the next generation of cider lovers.

“At the heart of the creative is the Orchard Thieves fox, the brand’s emblem that speaks to trusting your instincts and following your passions,” comments Chris Walsh, Creative Director at The Otherly. “We crafted a story around this curious fox, who ventures beyond its urban home to an orchard by Dublin Bay, searching for wild, refreshing apples to bring back to the city. This journey perfectly captures the essence of Orchard Thieves’ new cider while adding a touch of intrigue and drama to the brand.”

On shelf, Orchard Thieves makes a bold impact with its stamp-printed word mark and charming illustrations, capturing the moment the fox discovers the wild beauty of the apples and orchard. This brand story flows seamlessly from the packaging to the brand world and a launch campaign, including a brilliant TVC, created in collaboration with Hocus Pocus, which animates the Orchard Thieves fox’s adventure, following its ‘thirst for something new’ through Dublin’s streets, into the wild and back again. With powerful storytelling and phenomenal animation, the campaign breathes fresh vitality into the cider category in Ireland.

“Our challenge in introducing Orchard Thieves Wild Apple Cider was to blend a functional message with an emotional narrative, highlighting its unique ‘Less Sweet and More Refreshing Cider’ proposition. ‘Head for the Wild’ became our rallying cry, inspired by the journey of our Orchard Thief fox. It fits perfectly with the masterbrand’s campaign and gave us a natural sign-off,” shares Walsh.
In addition to TVCs, The Otherly created dynamic social content, OOH displays, and audio ads, bringing the ‘Head for the Wild’ campaign vividly to life.

“Branding for Orchard Thieves Wild Apple Cider is the result of collaborating with inspiring designers who know how to elevate a brand brief,” says Anna Walsh, Senior Brand Manager, HEINEKEN. “The Otherly supported us every step of the way, from the project’s inception to its final execution. The concept was an unprecedented success, performing incredibly well across key metrics. We are absolutely thrilled with the results and impressed by the agency’s ability to not only conceive a fantastic idea but to execute it so beautifully and effectively. Thanks to their incredible work, we proudly launch Orchard Thieves Wild Apple Cider, the new, less sweet, and more refreshing member of the Orchard Thieves family.”