Reason #8: It’s never too late to improve on the (sold) idea

Magners Cider

An alcoholic brand with a big ask from beer drinkers.

Problem: Magners is a 4.5% alc. cider that wanted to go after the 18-25 male beer drinking segment. Their proposition was that the comparitively lower alcohol content should be the preferred choice amongst young inexperienced adults. The problem is that young male adults don’t think like that. And cider is uncool. :)

Solution: Havas Singapore brought me in to lead the project after the initial big idea was already sold into the client. But I felt the idea was weak with nothing original about it. I requested my first 24 hours session to see if I could come up with something stronger with the team.

Turning the 4.5% weakness (both literally and figuratively) into a cheeky strength that even young men could get behind became a huge hit with the client. They loved it so much that they paid for 10 spots. The work won quite a few locals awards to boot.

I wrote about half of the approved ideas.

Here are my favourites: