Somersby Cider, the Carlsberg UK-owned brand, is investing £7m in a multi-media marketing campaign spanning TV, digital, social, radio platforms and at summer festivals to continue its 115% year-on-year growth.
The campaign will feature the journey of the fictional face of Somersby cider, Lord Somersby, arrive in the UK and create the drink for the first time.
A television commercial airs this week across ITV, Channel 4 and Sky1 welcoming viewers to the Somersby Estate and taking a deeper look at the ‘unreal history’ of the Somersby brand. A second commercial will follow in May with both running until August.
The drink brand has enjoyed 115% year-on-year on-trade volume growth for its Somersby Original in the same year it launched three new versions of the drink – Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry.
The campaign will be supported in the on-trade with POS and promotions to win festival tickets.
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.”
