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.*<\/p>\n\n\n\n
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.<\/p>\n\n\n\n
*2022 Euromonitor Report<\/p>\n\n\n\n
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\u2019s ciders offer.<\/p>\n\n\n\n
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 \u201cbeen there, done that\u201d option, the switch to cider was not just a change but an upgrade.<\/p>\n\n\n\n
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\u2019s vibrant, bubbly personality and superior taste offering to life.<\/p>\n\n\n\n
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\u2019s social media.<\/p>\n\n\n\n
To bring \u2018Trip Different\u2019 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.<\/p>\n\n\n\n
Challenge With beer reigning supreme in the Indian market, it\u2019s challenging for cider to make a mark. 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 […]<\/p>\n","protected":false},"author":23,"featured_media":2341,"template":"","meta":{"_acf_changed":false},"categories":[257,345,344,343,272,296],"tags":[162],"company":[346],"usage":[],"class_list":["post-2313","works","type-works","status-publish","has-post-thumbnail","hentry","category-alcobev","category-brand-launch-strategy","category-brand-postioning","category-brand-strategy","category-digital-campaign","category-social-media-content","tag-campaign","company-l74-craft-cider"],"acf":[],"yoast_head":"\n