Tough Tap

Background

Mercury Cider was first brewed in Tasmania, 1911. Times were harder back then, which is why it has a higher alcohol content than other ciders. The problem is, the Australian market is saturated with ciders that are targeted towards a more feminine demographic. As a result, Australian men had stopped drinking cider, opting to stick to beer.  
The task was to change the perception of cider in Australia, and relaunch the Mercury Cider brand over 100 years after it was first brewed. The challenge was to do something that separated Mercury Cider from its competition and talked directly to men.