The Tough Tap - Mercury Cider
To launch Australia’s original hard cider in pubs, we gave it to men for free… if they were strong enough to pour it for themselves
If you’re tough enough to pour it… you’re tough enough to drink it!
Mercury Cider was first brewed in Tasmania, Australia 1911. Times were harder back then, which is why it has a higher alcohol content than other ciders. The problem is, the Australian market is saturated with ciders that are targeted towards a more feminine demographic. As a result, men had stopped drinking cider - opting to stick with beer instead.
To relaunch the brand over 100 years later, we created a bespoke cider tap that reminded men just how tough our cider is.
We installed the tap in some of Australia's toughest pubs and events across the country - from Tasmania to Echuca. The tap gave blokes a chance to step up and take the ultimate test of toughness. If they succeeded, they got a free cider, and kept they pride.
We used off-cuts of footage to create a fairly weird pre-roll that was used to help promote the competition
Results
We told men how hard our cider was, then told them they weren't tough enough, then made them prove that they were.
We weren't nice about it, and Australia loved it.
26mil
Campaign impressions
16mil
Australian’s reached
60%
Sales increase
