Case Study Introduction
Heineken tasked us with building Fox Cider from the ground up and launching it successfully in a crowded category. The work ran from brand story and visual identity through to a fully integrated launch, all carried by a single idea, Unleashing the Fox, that gave the product a character consumers could recognize on sight and remember after.
The Challenge
Heineken tasked us with an ambitious challenge, to build the Fox Cider brand from the ground up and launch it successfully in a competitive market. The goal was to create a distinct identity that would resonate with consumers and carve out a niche in the crowded cider segment. We needed to develop a campaign that would not only introduce the product but also establish its unique character, ensuring it stood out among established brands. The challenge was to craft a compelling narrative and visual identity that would captivate the target audience and drive initial sales.
The Solution
We approached the Fox Cider launch with a comprehensive strategy that integrated ATL, TTL, and BTL efforts. Our creative concept centered around the idea of Unleashing the Fox, positioning Fox Cider as a bold and adventurous choice for consumers.
We developed a brand story that emphasized the product's natural ingredients and crafted a visual identity that reflected the untamed spirit of the brand. The TVC was designed to be the hero asset, capturing the essence of this narrative, while supporting ATL, TTL, and BTL campaigns ensured a cohesive and immersive brand experience across all touchpoints.
The Idea
Unleashing the Fox gave the brand more than a slogan. It gave it a temperament. The fox stood for instinct and boldness, a character that let a new cider behave like a challenger rather than a newcomer. Every asset laddered back to that single idea, so a first time viewer met a consistent personality whether they saw the film, passed a poster, or found the product on shelf.
The Build
Because Fox Cider started from zero, the work covered the full stack, brand story, visual identity, and launch campaign as one connected system. The TVC anchored the narrative and set the tone, and the ATL, TTL, and BTL layers extended it into the environments where cider choices actually get made. That structure turned a launch moment into a coherent brand experience across every touchpoint.
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