France and UK launch new cider campaigns

Two branding campaigns in the cider market are about to go live in the UK and France.

Merrydown has introduced Old Smokey, with name and packaging by Lloyd Ferguson Hawkins. The drink is positioned as a niche, premium cider to be drunk as an accompaniment to meals, says group creative director Mark Lloyd.

“The elegant green wine bottle sets it apart from traditional ciders and reinforces associations with the whole culture and ambience of wine-drinking,” he adds.

Meanwhile, French consultancy Paris Venise Design has repackaged cider brand Ecusson.

The design is intended to give the brand authenticity and incorporates part of a new graphic code which will be applied to other new brands planned by owner CCLF.