An Angry New Era for an Established Hard Cider Brand

Building on Angry Orchard’s strong brand voice, we developed a content-led campaign to bring in new audiences.

Overview

The largest hard cider brand was going through an identity crisis with craft ciders chipping away at its market share. The rebellious, breakthrough tone that landed the brand its initial popularity wasn’t being utilized to its fullest extent—enter Praytell.

Our Solution

We established a consumer-first social strategy, refreshed the brand’s ToV, strengthened its social presence, and leaned into a new audience: LDA/Gen Z. With a mix of lifestyle and product photography, influencer, brand partnerships, and trendjacking, we drove relevance with AO’s existing followers and reached new audiences of future brand fanatics.

Results

We met our audience where they were, and the results followed. Since June 2023, Angry Orchard’s organic Instagram impressions have increased by 32%. Instagram engagements have kept pace with a 27% increase, and our audience has grown at a rate of 11%. Our influencer program generated 6.3M+ impressions and 638K+ engagements.

6.3 million impressions

6.3M+ Impressions

638K+ Engagements

Tres Agaves

Through integrated social, paid, and influencer strategy, Praytell is helping Tres Agaves break through with cultural tastemakers and beverage connoisseurs.