The best pint is the one you earn – Thatcher’s Wild Pint

By tapping into Gen Z’s love of adventure and reward, we turned Thatchers Juicy Apple into the ultimate post-effort ritual and the drink of the summer.

THE PROBLEM

As a challenger in a crowded cider market, Thatchers needed to make Juicy Apple the drink of the summer. The challenge? Capturing the attention of adventurous, socially connected Gen Z — a generation constantly seeking new experiences and rewards worth sharing — and building talkability in a culturally relevant way.

Bottle of Thatchers Juice Apple cider bottle on a table with red apples

Three bottles of Thatchers Juicy apples cider cheersing over a blue and white picnic blanet with only hands in shot

Gen Z, dubbed ‘generation active’, are embracing the outdoors more than any other age group, with 54% taking part in outdoor recreation. For them, adventure doesn’t stop at the hike, the swim, or the climb — it’s about the reward at the end.

The post-effort pint has become a cultural ritual, balancing wellness with indulgence, effort with enjoyment. By tapping into this moment, Thatchers had a powerful opportunity to align Juicy Apple with peak joy: the ultimate pint after an adventure.

Paid influencers amplified the activation with authentic, shareable content, while fans joined in the conversation by celebrating their own Wild Pint moments.

50+ Creators

delivering 2.5m organic impressions

An instagram post showing a can of thatchers juice apple on someone's knee with hiking boots in shot

Instagram post showing two people out of shot, only hands in frame, cheersing two cans of thatchers juice apple cider - legs and hiking boots in shot - on a grassy field.

We heroed the iconic Thatchers Land Rover in a striking picture story with PA to generate national earned media, positioning Juicy Apple as the ultimate post-adventure pint.

Thathers landrover giving away free pints in cheddar gorge, parked in a layby

Image of a thatchers glass of juice apple cider sitting on a pub picnic table

The campaign extended socially and on the ground, partnering with pubs in adventure hotspots like the Peak District, Watergate Bay and the Lake District to reward explorers with free Wild Pints.

Fastest-growing cider launch

in 12 months

No.1 brand choice

for 18-34 year olds

51 pieces

of earned coverage

Image showing a red apple next to a can of Thatchers Juicy apple next to a bottle of Thatchers Juice apple against a blue background

“Wonderland bring the creativity, passion and skills to turn our ambitious ideas into engaging campaigns - and they make it fun!”

Emma Russell, PR Manager, Thatchers

Curious?

Let's chat

Privacy
•
Terms
•
Acessibility
•
Cookies