HardCore, Cider Jack Brew New Batch of Edgy Commercials



By David Gianatasio and Sarah Jones





BOSTON–Two hard cider brands marketed by Boston companies have begun dueling ad campaigns.





The American Hard Cider Co.’s Cider Jack and newcomer HardCore from Boston Beer Co. target 21- to 35-year-olds with edgy, humorous ads touting apple-based ciders.





Cider Jack’s broadcast and print campaign was crafted on a freelance basis by art director Marc Gallucci and copywriter Dylan Lee. Gallucci, now associate creative director at Houston Herstek Favat, oversaw the Cider Jack account while at Clarke Goward in Boston.





One 60-second commercial features a mother talking to her daughter about sex over a brew.





HardCore’s advertising, created by longtime Boston Beer agency Gearon Hoffman in Boston, consists of a quartet of 30-second radio ads.





Using the line, ‘Just the Right Bite,’ the executions were penned by Gearon Hoffman staffers Elizabeth Dooley and Mark Hohenschau.





‘We here at Boston Beer don’t get into a market unless we think we’ll do well,’ said Rob Cushman, director of new brand development. ‘This whole category is exploding and we can really develop a name here,’ he said.





‘(HardCore’s arrival is) going to strengthen the (hard cider) category,’ said Ned Flynn, president of rival American Hard Cider. ‘It’s great to have them.’





The Cider Jack campaign is set to run in 20 U.S. markets. The company, which handles ad placement in-house, plans to spend about $1 million on promotion this year, Gallucci said.





HardCore’s spots are breaking in nine markets including Boston, New York and Chicago. The advertising budget was not disclosed. Media Buying Services in New York recently took over Boston Beer Co.’s media account from Western International Media. Cushman has said he is not certain which shop is now placing ads for HardCore.





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