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Clarke Goward has been retained to provide marketing services for Woodchuck Draft Cider, a unit of Bulmers America.
The budget is $3 million, and the business had previously been handled by Adamson Advertising in St. Louis.
Clarke Goward was hired following a review in which Adamson participated. It will create radio advertising, point-of-sale and promotional materials for Woodchuck, said Julie Rosso, vp and management supervisor at Boston’s Clarke Goward. Rosso will oversee the Woodchuck account.
The shop is charged with developing a brand positioning for Woodchuck that will appeal to 21-30 year-old urbanites “looking for something different,” said Wendy Kramer, Bulmers’ vp of marketing.
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