Turning Point Cider – creating a drinks brand for Canada
We relish a challenge, like creating a new drinks brand from scratch. And to introduce a new product to a high growth category in an overseas territory is particularly demanding and exciting – This was exactly the challenge set to us by Mark Anthony Brands International.
Having identified an opportunity for a new hard cider for Canada, MABI engaged with Dynamo along with research agency Bricolage to determine the best positioning to give the brand a strong start.
We knew that the cider would be initially launched in Ontario and BC, but it had the potential for distribution across North America. We began by ensuring we had a thorough understanding of the market, its consumers and the opportunities therein.
Through workshops and brainstorms we determined a name, Turning Point, which spoke to the Canadian psyche and the opportunities in life. This led to development of our creative platform, utilising Canadian national colours with a modernised twist and establishing strong iconography to ensure brand equity in activation.
In the weeks prior to launch, MABI successfully sold part of its business to AB InBev, including the Turning Point Cider brand, for launch and fulfilment by the new parent group.
Founded over 25 years ago, Dynamo is a brand agency located in the heart of Dublin, Ireland. It has expertise in developing effective new product development and beautifully effective new drinks brands.