Jacques cider debuts with fruity outdoor ads

by Nikki Sandison Brand Republic 20-May-08, 15:45

LONDON - St Luke's has created the first campaign for Scottish & Newcastle's premium cider brand Jacques, highlighting its 'more than apples' fruit ingredients.

The outdoor ads mark St Luke's first work for the brand since winning the account in February and are designed to raise brand awareness and encourage consumer trial.

The four week campaign targeting the 25- to 34-year-old female market, comprises 48 sheet and cross-track posters, tube car panels and digital escalator panels.

Jacques is made to a typical Belgium fruit cider recipe using selected apples and natural fruit essences.

The visual campaign highlights the fruits and bottles of Jacques with the caption "No ordinary apples. No ordinary cider".

Lisa McAleese, brand manager for Jacques, said: "We are very excited about this first campaign for Jacques, summer is the perfect time to talk to our consumers and we will be introducing them to both Jacques Fruits des Bois and the new Jacques Orchards Fruit variant."

Neil Henderson, managing partner of St Luke's, said: "This is a significant evolution in the cider market. What we are saying is that there is more to this vibrant category than simply apples."