Stray Apple
Marketing campaign for a canned apple cider from the minds behind Toit breweries.
Client
PH4
Type of work
Branding, Film + Motion
Year
2024
Stray Apple is India’s first canned apple cider made from real apples. A product of PH4, the minds behind Toit Brewery, this delicious drink was many years in the making. So we were super excited to work with them on designing and strategising their product launch campaign.
This involved breathing new life into the key visuals generated by People Design for the product packaging and turning those into a whole identity system. Along with the marketing team, we arrived at the core ideas underpinning Stray – building out a world for those that welcomed adventure and a little bit of weirdness.
As this was our first campaign as a team, we worked with PH4’s marketing team to plan collateral in varied mediums. The brand touchpoints included site specific collaterals for numerous physical spaces (retail stores, partner bars, Toit outlets, etc) and tying those in meaningfully with the digital strategy for the launch.
From a messaging standpoint, we needed to differentiate Stray Apple from both Toit and its competitors in the market while also educating the average Bangalorean about cider. For the latter, we invited people to taste the product and shared their reactions on socials, creating a buzz without any paid promotion on social media. We turned the limits against advertising alcohol into an opportunity to make the brand feel more authentic and organic.
The process of creating the campaign for Stray Apple was amazing, allowing us to design, plan, produce and execute a variety of deliverables with the wonderful teams from Toit, Alok Utsav Films and 4Burner studios. You can find Stray Apple Cider in pubs and liquor stores across Bangalore.
