To launch Kirin Cider in Australia the brand has recruited typographer Gemma O’Brien to hand paint bespoke outdoor advertising displays to create ‘#inspiredciders’.
The billboards will appear in urban areas around Australia from Victoria’s Fitzroy to Redfern in New South Wales.
Sydney-based O’Brien said: "Crafting lettering on a large number of billboards was always an ambitious undertaking, but it was great to be a part of Kirin Cider taking a leap with this concept, and is testament to the brand's pursuit of Inspiring Creativity."
A dedicated Kirin Cider Facebook page has been created along with an Instagram account (Kirin_Cider) and the hashtags #KirinCider and #InspiredCider are being used.
Matt Tapper, national marketing director at Lion, said: “We are incredibly excited about the launch of Kirin Cider in Australia. Inspired by Kirin’s Japanese heritage, the range offers something for everyone; from experimental cider lovers wanting to try new flavour combinations, to foodies who appreciate the pleasure of matching their food to their drink, to those who are new to drinking cider.”
The outdoor campaign is supported by other ATL activities, digital and PR.