MALLETS CIDER

For the launch of new cider brand Mallets, I worked with lead agency Halo to help define the brand's tone of voice, then put it to work across their launch print.

The ad above appeared in the consumer press, and the copy reads: 

From the mist-shrouded orchards of legend did stride the great god of cider named Shepton, smiting apples with his mighty mallet and vanquishing thirst forever. And the people did gives thanks and were full of wonder, asking 'whose round is it?'

Piling on the pseudo-mythological verbiage and then undermining it with silly asides was lots of fun. I applied the same strategy to the Mallet’s website, and kept it up throughout an interview with our God Of Cider in pub industry magazine, The Morning Advertiser.