On the back of more than two years of consumer research and new product development, Halewood International were looking to inject new life and innovation into the cider and over ice categories which had seen a slowdown in recent times following an extended period of explosive growth. Halewood wanted to capitalise on ongoing consumer and retailer interest in the cider and over ice categories and the company believed the new product would compete with ciders, premium packaged lagers and ready to drink products.
england developed a creative route that harked back to a time where lashings and lashings of ginger beer flowed and ham rolls were a staple diet. A time when summers lasted forever, a more innocent and carefree time. A time of optimism and hope.
With the introduction of phrases such as, ‘tickety boo’, ‘tally ho’ and ‘jolly spiffing’ the classic approach secretly fed grown-up nostalgia, with the creative having an appeal that crosses generations.
We needed to launch Crabbie’s into a crowded but ripe market, providing the groundwork for a long term strong and successful brand, with the positioning to last. As part of this campaign england devised the Crabbie’s Adventure Sampling Tour of Britain. To support the summer launch, england created and produced a national radio campaign and TV commercials, including idents for the sponsorship of the British Comedy Awards in December 2009.
