Carlsberg UK has welcomed the start of British Summer Time with the launch of a national campaign for Somersby Cider that will see the leading beer and beverage business invest £7m media spend behind the brand across TV, digital, social, radio and at summer festivals.
The new campaign looks to build on 115% year-on-year on-trade volume growth for Somersby Original, which has recently experienced an identity refresh, and comes hot on the heels of the launch of three new fruit flavours – Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry.
The campaign sees the character of Lord Somersby arrive in the UK for the first time. Lord Somersby is the fictional, eccentric English gentleman who is Lord of the Somersby manor and “creator” of Somersby Cider. He is the face of the brand in many markets around the world.
A television commercial airs this week across channels including ITV, Channel 4 and Sky1 welcoming viewers to the Somersby Estate and taking a deeper look at the ‘unreal history’ of the Somersby brand. It is then followed up with a second television spot which will air in May, expanding on the light-hearted personality of the Lord Somersby character, and showcasing how he supposedly ‘invented’ dancing. Both commercials will run until August.
David Scott, Director of Brand and Insight at Carlsberg UK, said:
“The new advertising campaign conveys the fun-loving and convivial personality of the Somersby brand and we are excited to bring this to our customers and cider drinkers. Through the new television ads and wider marketing campaign we will begin to dial up the brand’s credibility as one of the fastest-growing cider brands in the world**.
The new variants, Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry, are now available to the on-trade in 500ml format. Somersby Original remains available on draught.
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