“Sweet” isn’t a curse word, but some people treat it that way. In fact, sweetness has been so vilified, some might even be afraid to admit their sweet preference. Angry Orchard drinkers, however, embrace the sweetness. While many brands use sweetness that is far too cloying, the natural sweetness of Angry Orchard hard cider provides that crisp, refreshing, full flavor drinkers crave. It’s the good kind of sweetness. The real kind, just like the drink’s real apples. Sweet has had a bad rap for too long and Angry Orchard looks to celebrate its good, natural kind of sweetness in the latest campaign: Sw**t.
Angry Orchard’s campaign dramatizes a world that is phobic of sw**t, so much so that when the word is used, it gets censored like an expletive. As the offended onlookers react to the perceived blasphemy, the boorish subjects gleefully defend their right to enjoy and say sw**t. After all, Angry Orchard is good and sw**t.
The sw**t expletive flies in this spot titled “Grandma’s Gathering” directed by Craig Gillespie via production house MJZ for Goodby Silverstein & Partners (GS&P). This campaign is GS&P’s first work for Angry Orchard (joining Sam Adams and TRULY in the Boston Beer portfolio).
“We’ve enjoyed partnering with Angry Orchard on this new era, celebrating those who love cider for it’s perfect balance of crisp, refreshing sweetness while highlighting some of the hysteria around sw**t,” said GS&P’s creative director Kate Baynham.
