CULTURAL INSIGHT:

Since plants react to sound, yelling angrily in the orchards where Angry Orchard apples grow will infuse the cider with actual anger.

Where did we harvest the anger? From the home of anger: the internet.

We made longer films asking for people to “donate” their anger.

We used social media and our website as a way to solicit real-time anger to “flavor” our apples.

Four smartphones display Instagram posts featuring an older man with a beanie, plaid shirt, and jacket, appearing animated and shouting, in a rustic wooden background with apples. Each screen has bold text headlines about yelling, fighting, government shutdown, and being swept, with a beer bottle and a glass of beer on the table.
Website homepage for Angry Orchard hard cider, showing a red barn with the logo on the front, grass and apples at the bottom, and navigation menu with options like Our Ciders, Our Orchard, Food and Cocktails, Roots of Cider

And we even created a limited run of “Extra Special Angry Orchard,” infused with anger for more bite.

Two brown glass beer bottles with red caps, condensation on the surface, with humorous labels, placed side by side.

Agency: Circus Maximus CD/Writer: Ryan Kutscher