The YCN awards give students a list of briefs put forward by different companies or ‘clients’, so to speak. Some companies included in the list were HSBC, The Royal Opera House, and my choice- Orchard Pig Cider.
Their creative challenge was to “tell, inspire and engage consumers with the brand and what it stands for- Bold, Mischievous, Inclusive and Rooted in Somerset”.
They stated that they want to become ‘The Notorious P.I.G’. This use of ‘tongue-in-cheek’ stuck with me throughout my entire creative process and inspired my final piece through and through. To me, Orchard Pig came across as a ‘Shoreditch Bitch’ type of brand. They’re edgy, poke fun at the world and dare to be different. They aren’t a mainstream cider- they’re the black sheep (or pig, you know what I mean).
Therefore I chose to rebrand and redesign the Orchard Pig bottle sticker, and create a 'mascot' for the brand.
To bring attention to the companies re-brand, I decided that the second medium of engagement to consumers would be a social media competition to celebrate the launch of the redesign of the bottle. It will be hosted on the social media platform Twitter.
The Orchard Pig twitter page will tweet a series of tweets, which will be a play on The Notorious B.I.G’s lyrics- however they will be slightly changed to fit the theme of pigs and farming.
For example, the original lyrics;
“Biggie Biggie Biggie can’t you see, sometimes your words just hypnotize me”
“Piggie Piggie Piggie can’t you see, sometimes your ciders hypnotize me”
Every tweet would be ended with the hashtag #BiggiePiggie – which if trending, would attract further curiosity, as it is an ambiguous and humorous, however interesting hashtag.
Users will be prompted to guess what original Notorious B.I.G song the tweet is of. They must then follow the Orchard Pig twitter page and tweet their answers, followed by the hastag #BiggiePiggie. A winner will be picked at random and a prize will be won. The winner is only eligible to win the prize if they follow the Orchard Pig twitter page.