This one is mental, in strategy, copy, and execution.
Firstly, toffee apple. No problem with that as a drink flavour, it's a nice idea. But it's surely one most associated with a specific event - Bonfire Night - and yet it's not even released until 25 November. If they'd made a spiced mulled cider that you heat up, I'd be listening.
Second, the line doesn't even make sense. Is winter - the season of Christmas and snow - really something that people hate that much? I think it has a certain romance to it. It's certainly not "odd" to get a taste for it.
Lastly, the copy says "winter", but the art direction says "night time". Not the same thing. And the bottom of the artwork in particular, with its sinister yellow silhouettes on black, looks more like a Neighbourhood Watch poster.
I've never heard of the agency, Skonka, before. I suspect we won't be hearing a lot more from them.
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