Sweet is apparently a swear word in the latest campaign from Angry Orchard—so much so that the word is bleeped out in its latest ads.
The campaign is the first for Angry Orchard, Boston Beer’s popular hard cider brand, from Goodby Silverstein & Partners. It joins two other Boston Beer brands, Sam Adams and Truly Hard Seltzer, in the agency’s portfolio.
The campaign’s hero spot, “Grandma’s Gathering,” was directed by Craig Gillespie, best known for his work on the films I, Tonya and Lars and the Real Girl. Trying to keep it clean in front of family, the word “sweet” is bleeped multiple times, including by the grandmother, as the family looks on in disbelief. It’s obvious how the ad will play out—it’s a formula that’s been done before—but the payoff is still very satisfying in large part because of the talent.
In the second ad, head cider maker Ryan Burk walks through an orchard telling the camera how his cider is “naturally sw**t.” There’s bleeps-a-plenty as he walks off in disgust for, well, being bleeped. This spot was shot in New York’s Hudson Valley and directed by Ryan Scott, who has worked on brands like T-Mobile, VW and the (awful) Philadelphia Eagles.
The “Sw**t” campaign is meant to show that Angry Orchard drinkers can proudly embrace the full-flavored, natural sweetness of the product while hinting that other cider brands might be too cloyingly sweet.
“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for its perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” said GSP creative director Kate Baynham.
“Angry Orchard’s new campaign isn’t shying away from sweet, a component of cider our drinkers know and love,” said Lesya Lysyj, chief marketing officer 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 flavor made with the best, real ingredients.”
After picking up the Sam Adams and Truly brands in 2019, GSP brought some levity to the beer brand with a distinctively Beantown character, Your Cousin from Boston. The Angry Orchard campaign looks to bring lighthearted humor to the cider category.
CEO: Dave Burwick
Chief Marketing Officer: Lesya Lysyj
Head of Marketing: Kelli McCusker
Associate Digital Marketing Manager: Ryan Dunn
Co-Chairman: Jeff Goodby
Creative Director: Kate Bayhham
Creative Director: Hanna Wittmark
Art Director: Edward King
Copywriter: Tajj Badil-Abish
Account Director: Rachel Stermer
Account Manager: Joey Schaefer
Brand and Communication Strategy
Brand Strategy Director: Harper Bokum-Fauth
Communications Strategy Director: Nicole Richards
Head of Broadcast Production: Leila Gage
Executive Broadcast Producer: Matt Flaker
Senior Broadcast Producer: Charlotte McConnell
Senior Business Affairs Manager: Chrissy Shearer
Business Affairs Manager: Kristian Evanculla
Spot: Grandma’s Gathering
Company name: MJZ
Director: Craig Gillespie
Audio and Sound Design Company
Company name: Lime Studios
Sound Design Company City: Los Angeles, CA
Head of Production: Susie Boyajan
Sound Designer: Joel Waters
Company name: Arcade
Head of Production: CL Kumpata
Executive Producer: David Won
Colorist: Gregory Reese
Color Producer: Jenny Bright
Spot: Ryan Burk
Production Company: Draulhaus, LLC.
Director: Ryan Scott
Producer: John Carney
Co-Producer: Keenan Marshall
Co-Producer: Steve Jones
Assistant Director: Ali Pensyl
Director of Photography: Matthew Noll
Production Assistant: Alexandra Amic
Steadicam Operator: Collin Welch
1st AC: Eurica Yu
2nd AC: Charles Parker
DIT: Richie Myers
Gaffer: Connor O’Mara
Key Grip: Dan White
G&E Swing: Madeleine Bishop
G&E Swing: Ed DiJoseph
Sound Mixer: Dominic Zapalla
Production Designer: Matthew Englebert
Lead Editor: Keenan Marshall
Co-Editor: John Carney
Sound Design: Ian Jolin Rasmussen
Colorist: Kath Raisch
Coloring Producer: Anna Kelman