Hot, Bothered & Cider-Less: Teasing The UK With Inch’s Great Taste​

Inch’s, the fastest-growing cider brand in the UK, faced a new challenge in 2024: sustaining growth in a shrinking alcohol market where consumers prioritized quality and taste.

To differentiate itself in a saturated category, Inch’s focused on positioning itself as the most sustainable and delicious cider choice. Leveraging key insights about our audience’s playfulness and appreciation of bold ads, the brand created a cheeky, integrated campaign centred around "hot, bothered, cider-less" moments—teasing consumers when they craved refreshment, but couldn’t get it. Key media tactics included attention-grabbing ads on the London Underground, VOD ad-pause spots, and quirky Spotify testimonials. Inch’s also partnered with Twisted for a video series featuring locally-sourced recipes and launched a co-branded Honey & Apple Cider Sour with Jack Daniels. These efforts led to a 56% increase in value share, growing Inch’s to the 4th largest cider brand, and boosting brand power by 26%. The campaign successfully reinforced Inch’s taste credentials and stood out from a category perceived as "boring and same-y."