How to use anger to solve your problems.

Angry Orchard had three problems. 1. No one knew why it was angry. 2. No one knew it was hard cider made from real apples. 3. No one was really paying attention to the brand. This campaign was based of an insight that yelling at plants (like apples) helps them grow better. Better apples make better cider. So by the transitive law anger = better hard cider. This campaign tapped real internet anger and pumped it into the real orchard where our real apples were grown, and neatly solved all three of the brand’s problems.