The first airing across all terrestrial channels and Sky, part of a £10m campaign, will coincide with England’s World Cup qualifier against Montenegro, securing exposure to the key football market. Taking inspiration from major technology launches, tongue-in-cheek 60-second and 30-second spots present the ‘technical specifications’ of Somersby cider.
The marketing campaign includes significant support for the on-trade and off-trade, PR, social media activity and online video content. Somersby is being rolled out nationwide in the on-trade this month.
“The mainstream cider market has not seen a new player enter the market successfully for years,” said Carlsberg UK director of marketing, David Scott.
“We’ve invested in creating a cold-filtered cider that has a balanced, refreshing apple taste, which has tested well with consumers. We’re confident that Somersby presents Carlsberg UK with an unique opportunity to tap in to a category with significant potential.”