Laying the foundation of a new brand

However, introducing a new brand into the market isn't easy, particularly when it comes to the alcohol category; so Brandhouse approached JWT Cape with the task, having previously worked with the agency on brands such as J&B and Smirnoff.

JWT Cape took up the challenge, and the response was simple - each aspect of the launch had to be covered and it wasn't a matter of simply addressing the target market. JWT Cape MD, Jim Faulds explains: "Bringing Brandhouse staff up to speed was almost as important as consumer communication and trade buy-in was also vital - since they are largely responsible for moving volumes off their shelves. Of course we needed to look at traditional channels including radio, TV and outdoor, but we also wanted to ensure that every single aspect of the launch worked in support of the brand platform."

The agency pre-empted the consumer launch with separate, internal launches at the Brandhouse offices in Jo'burg and Cape Town, creating teaser messaging as well as an AV and unique POS for the office space. This internal launch was followed by the brand taking on the toughest critics in the market and storming the Loerie Awards in Margate. A guerrilla sticker campaign teased during the beginning of the weekend - leading up to Foundry Premium Cider owning the award ceremony bar area with the world's largest typographical bar counter. Of course there were also some very welcome samples available at some of Margate's finer establishments.

Following the mayhem of Margate, Foundry Premium Cider was introduced to the trade via a series of launch events, again with JWT Cape being heavily involved, creating a theme for the events, launch AV's and a range of visibility items which were used to dress the venues.

After making sure that internal staff and trade were onboard, the consumer launch followed on 23 August with a series of 3 full length TV commercials supported by radio, billboard, point of sale and point of purchase elements, including promotional and activation activity designed to drive trial and awareness.