Woodchuck was once the biggest player in the hard cider market. But over the past decade, it has lost share to Angry Orchard, Redd’s, and a wave of new competitors. The brand was becoming irrelevant to its target consumer. What still set Woodchuck apart, however, was that it’s the only cider made in a real cidery. Working with CD/CD Andy Currie, I created an online video and radio campaign to revive recognition of the Woodchuck name and remind drinkers that where and how your cider is made is what matters most.