Sweet’ certainly isn’t the “F” word. But these days, it’s looking like it’s a kind of “S” word. In fact, sweetness has been so vilified, some might even be afraid to admit their sweet preference. Angry Orchard drinkers, however, embrace the sweetness.
While many brands use sweetness that is far too cloying, the natural sweetness of Angry Orchard provides that crisp, refreshing, full flavor drinkers crave. It’s the good kind of sweetness. The real kind, just like real apples. Sweet has had a bad rap for too long and Angry Orchard looks to celebrate its good, natural kind of sweetness in the latest campaign: ‘Sw**t’.
Angry Orchard’s new campaign, from Goodby Silverstein & Partners, dramatizes a world that is phobic of sw**t, so much so that when the word is used, it gets censored like an expletive. As the offended onlookers react to the perceived blasphemy, the boorish subjects gleefully defend their right to enjoy and say sw**t.
After all, Angry Orchard is good and sw**t.The campaign’s hero spot, ‘Grandma’s Gathering’, was directed by Craig Gillespie, well-known for his work directing in the films I, Tonya, Lars and the Real Girl and Fright Night. Watch below:
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“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for it’s perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” notes Goodby Silverstein & Partners’ creative director, Kate Baynham.
The campaign’s companion spot was directed by Ryan Scott, well-known for his work for T-Mobile, Volkswagen and the Philadelphia Eagles, and features Angry Orchard’s head cider maker Ryan Burk at the Angry Orchard amidst 60-acres of apple trees in New York’s Hudson Valley. Watch below:
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With “Sw**t,” Angry Orchard moves into 2021 looking to reframe and celebrate sw**tness as a good thing.
“Angry Orchard’s new campaign isn’t shying away from sweet, a component of cider our drinkers know and love,” said Lesya Lysyj, CMO of The Boston Beer Company. “Instead, we’re giving permission to drinkers, with help from a breakthrough mnemonic, to embrace the positive sweet attribute in Angry Orchard that brings bold, natural flavor made with the best, real ingredients.”
CREDITS:
CLIENT: Angry Orchard
- CEO: Dave Burwick
- CHIEF MARKETING OFFICER: Lesya Lysyj
- HEAD OF MARKETING: Kelli McCusker
- ASSOCIATE DIGITAL MARKETING MANAGER: Ryan Dunn
AGENCY: Goodby, Silverstein and Partners
- CO-CHAIRMEN: Jeff Goodby
- CREATIVE DIRECTORS: Kate Bayhham and Hanna Wittmark
- ART DIRECTOR: Edward King
- COPYWRITER: Tajj Badil-Abish
- ACCOUNT DIRECTOR: Rachel Stermer
- ACCOUNT MANAGER: Joey Schaefer
- BRAND STRATEGY DIRECTOR: Harper Bokum-Fauth
- COMMUNICATIONS STRATEGY DIRECTOR: Nicole Richards
- HEAD OF BROADCAST PRODUCTION: Leila Gage
- EXECUTIVE BROADCAST PRODUCER: Matt Flaker
- SENIOR BROADCAST PRODUCER: Charlotte McConnell
- SENIOR BUSINESS AFFAIRS MANAGER: Chrissy Shearer
- BUSINESS AFFAIRS MANAGER: Kristian Evanculla
GRANDMA’S GATHERING SPOT
PRODUCTION COMPANY: MJZ
- DIRECTOR: Craig Gillespie
- AUDIO AND SOUND DESIGN COMPANY: Lime Studios
- HEAD OF PRODUCTION: Susie Boyajan
- SOUND DESIGNER: Joel Waters
VFX: Arcade
- HEAD OF PRODUCTION: CL Kumpata
- EXECUTIVE PRODUCER: David Won
COLOR: A52
- COLORIST: Gregory Reese
- COLOR PRODUCER: Jenny Bright
RYAN BURK SPOT
PRODUCTION COMPANY: Draulhaus, LLC.
- DIRECTOR: Ryan Scott
- PRODUCER: John Carney
- CO-PRODUCERS: Keenan Marshall and Steve Jones
- ASSISTANT DIRECTOR: Ali Pensyl
- DIRECTOR OF PHOTOGRAPHY: Matthew Noll
- PRODUCTION ASSISTANT: Alexandra Amic
- STEADICAM OPERATOR: Collin Welch
- 1ST AC: Eurica Yu
- 2ND AC: Charles Parker
- DIT: Richie Myers
- GAFFER: Connor O’Mara
- KEY GRIP: Dan White
- G&E SWING: Madeleine Bishop and Ed DiJoseph
- SOUND MIXER: Dominic Zapalla
- PRODUCTION DESIGNER: Matthew Englebert
- LEAD EDITOR: Keenan Marshall
- CO-EDITOR: John Carney
- SOUND DESIGN: Ian Jolin Rasmussen
- COLORIST: Kath Raisch
- COLORING PRODUCER: Anna Kelman
SOURCE: Goodby, Silverstein and Partners
