Bonamy’s brings wine and cider together in newly launched integrated brand campaign via Taboo

Bonamy’s apple cider has launched an integrated campaign positioning itself as the Cider by a Winemaker. The campaign, via TABOO, speaks to the brand’s history and a production process that is based on traditional wine making techniques, presented with an artful aesthetic for today’s urban drinker.

In a cinema first, the campaign is a series of 10-sec media buys, rolling throughout the previews.

The Bonamy’s brand honours French wine maker August Bonamy who came to Tasmania in 1911 in search of the world’s best cold climate apples. Using the winemaking philosophy of minimal intervention, the cider was created with no additives or added sugars, allowing the drinker to really taste the Huon Valley apples.

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With this positioning, Bonamy’s seeks to play a role in the wine drinking occasion, one of the fastest growing alcohol consumption occasions.

Says Mim Orlando, CUB: “For years, cider has been seen as a category more aligned to beer or RTD – which actually doesn’t speak to the truth of the product. In reality the process of making great cider is much more like wine, just swapping grapes for apples. Similar to great wine making, with Bonamy’s we aim to choose the best apples we can and interfere as little as possible between the orchard and the bottle. We believe Bonamy’s has a place at the table where wine has traditionally been the first choice.”

The campaign will roll out nationally in cinema, OOH, social media and influencer events.

Client: CUB

Head of Cider/Spirits: Mim Orlando

Marketing Manager: Paige Dawes

Assistant Brand Manager: Deanna Christian

Creative Directors: Tommy McCubbin/Reece Hobbins

Strategy Director: James Mackinnon

Design: Dane Falkstrom

Sound Design: Electric Dreams