Brutal Fruit

Brutal Fruit isn’t your average cider – a sparkling blend of Ruby Apple, citrus, and spice with a light spritz, balancing sophistication and fun.

AB InBev tasked Paradise with disrupting the UK cider market, delivering 300,000 samples to get the liquid on the nation’s lips and making Brutal Fruit the go-to stylish, refreshing cider.

Hailing from its South African routes, our strategy was directed at celebrating the depth and intimacy of female friendships, countering the superficial stereotypes of pop culture. Targeting 18-34-year-old aspiring career women influenced by reality TV but craving authenticity, we positioned Brutal Fruit as an “accessible luxury.”

What could we create that would be an authentic, agile, exciting and branded space for these women looking to connect?

We brought the party to the UK with a vibrant, fully transformed vintage bus, touring multiple locations and delivering an unforgettable brand experience. Surrounded by a lush garden area, the bus became the ultimate hangout spot, immersing our audience in the world of Brutal Fruit.

Packed with interactive mirrors, two chic bars, cosy seating, and a music theme radiating Brutal Fruit vibes, the bus wasn’t just a venue—it was a destination. Fun, dynamic, and totally on-brand, it made every stop a celebration to remember!

From London to Manchester, Henley to Birmingham, our vibrant bus toured the UK, getting Brutal Fruit on the nation’s lips with over 300,000 samples shared with an eager public.

Making a splash at key shopping destinations and the prestigious Polo in the Park, we brought the brand to life in style.

We drove emotional connection through an activation that combined sampling with immersive brand experiences, trial opportunities, and tracked redemption. Content was captured and shared across social media, with influencers offering exclusive access.

Set in festivals, stations, town centres, and off-trade locations, we created interactive spaces with immersive mirrors, allowing women to share messages of empowerment and Brutal Friendship—all while enjoying a sample.

Our team partnered with Pixie Lott to create a dynamic, strategic content campaign that ignited excitement and captured the attention of her fans. By making appearances at key locations and harnessing her vast audience, Pixie helped fuel brand intrigue and supercharge the activation’s impact, driving both engagement and buzz.

Marketing, AbInBev

Our team maximised the reach of the campaign by managing influencer talent to attend key locations and participate in the sampling activity. This approach amplified the campaign across social platforms, generated a wealth of engaging content, and sparked genuine brand interest within our target demographic, driving excitement and awareness at every touchpoint.

Leveraging fashion and taste as the brand’s core platform and social conversation, we harnessed authentic user-generated content (UGC) and vox pop content streams to highlight taste and flavour. At the same time, we ensured the brand stayed true to its identity, championing the diverse choices of look and feel that define its presence.

In addition to the bus tour, we expanded our campaign reach by making a presence at key shopping centres and train stations. Our brand ambassadors ensured a consistent brand experience, handing out cans to key customers across the UK, amplifying our visibility and engagement nationwide.

Our team produced immersvie brand touchpoints for key retailers to truly experience the Brutal Fruit mantra. Our builds were produced by our internal design teams and stunnign production builders with chandeliers, fridges and fully bespoke Pink Table for maximum occassion drinking.

We’re incredibly proud of the results we achieved for Brutal Fruit, delivering the ultimate UK launch kick-off. Here are some key highlights.

Get in touch with our team for support on your next project or campaign. Book a consultation with our creative department here:
enquiries@paradise.london