Lion has launched ‘Plant the Seed,’ a new brand campaign to boost its three new cider products.

Lion breweries has launched its ‘Plant the Seed’ brand campaign, produced by BMF and the Sweet Shop, and directed by Dylan Pharazyn.

The campaign introduces three new cider products: 5 Seeds Night Orchard – apple cider cut with vodka, 5 Seeds Premium Cut – dry apple cider with ‘a little more bite, and 5 Seeds Bright – made with sweet gala apples.

Video creative for the campaign aims to make the ciders relevant to higher energy social occasions, and to modernise its image, to separate cider drinking from ‘laid-back drinking occasions’ typically enjoyed by Australians.

Featuring the hit single ‘You Were Right,’ by Australian act Rufus, it is set around an apartment party populated by young cider drinkers, frozen in time in various poses of dance and revelry.

It was filmed on location in a historic high-rise apartment block in Kiev, Ukraine and features a 10ft apple tree and orchard built by the production team which overtakes two floors of the building.

Two drinks from the cider range; 5 Seeds Night Orchard and 5 Seeds Night Orchard Berry, feature their own creative, set in the same location but in a night time setting.

“Through new product innovation and this new brand campaign we we’re hoping to open up new possibilities for cider and extend its relevance into new drinking occasions,” says Lion’s marketing director Gordon Treanor.

Featuring the tagline ‘refreshingly different,’ the brand campaign, which appears to target younger demographics is running across cinema, television, digital, social, outdoor, print, in-store and music festival activations, and will be an ongoing repositioning of the 5 Seeds brand.

Here’s the 90-second video:

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