The Boston Beer Co has unveiled a Valentine’s Day-focused marketing push in the US for its Angry Orchard hard-cider brand.
The ‘Ex-Change’ activation allows consumers to post “their ex’s old junk” to Angry Orchard in exchange for US$25 in cash to put towards a case of cider. The Twisted Tea brand owner lists clothing, vinyl records and decorations as potential items that can be traded.
The items will be sorted and donated to local charities, Boston said.
“The Ex-Change programme lets our fans turn their break-up baggage into something they actually want: a fridge stocked with cider,” said the brand’s senior director of marketing, Matt Withington. “Valentine’s Day has a way of stirring up plenty of frustrations, and at Angry Orchard, we love helping our drinkers find the fun in all of it.”
The nationwide promotion will run until 20 February.
In other recent marketing activity, Passoã owner Lucas Bols Co released details last week of a worldwide campaign for the fruit liqueur that centres around the early-evening consumption occasion.
