SORRY ABOUT THE TWIGS, FOLKS

Monteith’s wanted drinkers to know that their cider contains fresh fruit, not concentrated fruit syrup like their competitors. So they slipped real apple tree twigs into Monteith’s cider boxes. Within a week, New Zealanders were asking for an explanation via facebook, radio and the Monteith’s call centre. After two weeks, they apologised for the ‘mistake’ through PR, press, patched billboards and on-pack stickers. Every apology spread our simple message: the fruit in Monteith’s cider comes from a tree, not a can. (http://www.colensobbdo.co.nz/)