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.

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.