The purpose of this project was to have Cider Jack adopted by the more open-minded drinkers (these people are more likely to drink a non-traditional beverage such as hard cider). It is a demanding audience, who are only satisfied with the most progressive and original ways of being communicated to or entertained. Making this brand a part of their lifestyle was the most powerful way to have our audience overcome any stereotypes they might have about the beverage. So we set about building credibility with our audiences by contributing to their lifestyle through branded entertainment.