Prime-time approach to juicy drink

13 July, 2007

InterContinental Brands' has created a TV ad for its St Helier Pear Cider.

Targeting Northern Ireland and Scotland, it will break at the end of July on Channel 4, UTV/ITV Northern Ireland and Scottish TV.

The ad tells the story of the cidermakers of St Helier, who

kept a corner of their orchards

to grow fruit that produced a cider

they considered to be superior to apple cider.

An inverted pear

in a halo of light appears on screen at the end of the ad with the phrase "great idea for cider".

It will screen during prime-time programmes such as Coronation Street and The Bill, and will be backed by ads in the consumer press.




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle ľ which makes it especially galling that we spend so much time divided over it.

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