Carlsberg UK has appointed an advertising agency to lead the creative in a multi-million pound national launch of their cider brand, Somersby, in the UK.
The £10m competitive pitch was won by Fold 7, the agency behind some of the brewer’s most recent Carlsberg marketing, and will comprise TV and digital advertising.
Due to launch in March 2013, the advertising will use humour and will focus on the powerful message of Somersby’s real apple taste.
Director of marketing for Carlsberg UK, David Scott says: “We are investing significantly behind Somersby and Fold 7 have created a creative approach which taps into the typically British sense of humour. The advertising will resonate with consumers and provide us with scope for through the line activity, demonstrating how seriously we are taking this launch.
“At a time when other drinks producers are reducing their marketing spend, we are committing to millions of pounds worth of investment which will clearly define Somersby, make it famous and above all, provide a genuine choice in the mainstream cider market for consumers and our customers.”
Somersby is a crisp, refreshing cider with no artificial flavourings or sweeteners. It will target cider drinkers in the UK who are looking for a real apple taste. Available on draught, in bottles and in cans; Somersby will be positioned as ‘real refreshment’ and a credible alternative to established mainstream cider brands.
Fold7 founding Partner and Creative Director Ryan Newey says: “This should set the cat among the pigeons. With a surging market for cider, Somersby will present a real challenge to the established brands.”
Somersby was developed in the UK and is produced in the heart of Herefordshire using modern cider making technology alongside 140 years of cider making experience.
Soctt adds: "In recent years the cider category has attracted a significant number of new drinkers. Our research has shown that a lot of these consumers find the taste of the current established mainstream ciders in the UK both artificial and astringent. In response to this we have developed a cider, specifically for the UK market, which has a more balanced taste and, like the international version, contains no artificial sweeteners or flavours. Extensive product research with cider drinkers, shows that the Somersby product is significantly preferred to the market leader."
The new Somersby marketing will not affect the current European positioning of the brand.