L74

Trip Different with L74 Cider

Brand Strategy
Campaign Strategy
Creative Concepts
Content Production
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Challenge
With beer reigning supreme in the Indian market, it’s a challenge for cider to make a mark.

The Indian beer and cider market is an absolute jungle, with well-established beer brands crushing the scene. Non-craft beer accounts for 98.8% of the market, leaving only 1.2% for craft beer, cider, and other alternatives combined*.

Cider, in particular, has barely made a dent in the market, leaving no elbow room for new players . Low consumer awareness, overwhelming preference for beer, and confusion between craft beer and cider are all factors that take the fizz out of new product adoption.

*2022 Euromonitor Report

Approach
We crafted a fun strategy to position cider as the better alternative to beer.

By positioning beer as the ‘been there done that’ option, we inspired our audience to view L74 cider as a cooler, yummier, more refreshing alternative. An upgrade. Not just a change.

Solution
Explore a new ‘cider’ you.

The proposition - Explore a new ‘cider’ you, creatively articulated as Trip Different, encourages consumers to embrace new experiences. This approach made the unexplored world of L74 cider feel fun, cool, and different, capturing the product’s vibrant, bubbly personality, and superior taste.

Campaign

Here’s how we brought our strategic solution to life through the creative campaign for L74.

Pack, Pop, Trip Different
While most travelers are content with the usual sightseeing spots, lounging in shacks with a beer, or hitting up the same old clubs, there are those who crave something different. Those who truly want to experience the other side. Those who believe magic is to be found along the less-traveled road.

L74 Cider is crafted for dreamers and explorers who crave a refreshingly different trip down to the last drop.
WHAT OUR CLIENT SAYS
Kalp Patel & Ayush Patel, Founders
Wild Harvest Brewing Company (Craft Cider - L74)
Kalp Patel & Ayush Patel
Working with Red Bangle has been an excellent experience. Their team was able to effortlessly transform our communication needs into a well crafted campaign. They have been perceptive in understanding our needs as a business, this is what I believe allowed them to come up with creative ideas for the campaign. The team has smoothly executed the plan for us in a short amount of time, with commendable agility for on the fly changes.