Somersby adopts social-first approach with ‘adult bullshit’ activity
The cider brand is turning to Instagram to reach Gen Z and drive its new brand positioning, which favours brand personality over product pushing.
Somersby, the Carlsberg Group owned cider brand, is adopting a social-first approach with “entertaining” creative that targets Gen Z drinkers in the competitive cider category having seen sales fall.
The brand is increasing spend on social media and returning to the fun positioning it launched with in 2008 and helped it scale to 50 markets in ten years.
Global marketing manager Maria Henriques admitted to Marketing Week that, in recent years, the brand “lost the edge” and “entertainment value” it launched with, with creative “very generic” and with “very passive scenarios of carefree relaxation”.
