The campaign from Goodby Silverstein & Partners launches with two new spots directed by Craig Gillespie and Ryan Scott
'Sweet' isn’t a curse word, but some people treat it that way. 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 flavour 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 dramatises 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'.
“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,” said 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.
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 flavour made with the best, real ingredients.”