Brothers Cider has launched a festival-themed advertising campaign this summer, in a bold quest to reignite the flavoured cider category.
The £4m campaign kicks off the brand’s biggest package of marketing support and comprises of video-on-demand TV advertising, a nationwide 6-sheet poster campaign, extensive festival-related activation at more than 100 summer events, consumer PR, and a major drive on social media.
Employing the strapline ‘Always Look on the Brothers Cider Life’, the campaign draws on Brothers’ festival roots and gives a light-hearted insight into the brand’s new positioning as “seriously unserious cider”.
The TV ad will appear across the ITVX platform, hoping to achieve nine million impressions over the summer burst.
The out-of-home (OOH) nationwide 6-sheet campaign will feature on 800 panels, aiming to reach over ten million consumers.
Brothers Drinks Co. has also enrolled three key social media influencers to create content about its flagship cider brand for a combined audience of 2.3 million targeted followers.
The campaign will be supported by extensive in-store activities, including side-stacks, shipper units, shelf-barkers, banner dividers, hanging flags, and shelf-strips across the entire retail and cash and carry landscape.
This year, Brothers Cider’s festival footprint will extend well beyond headlining to 200,000 fortunate attendees at Glastonbury Festival, as the brand will also be the designated official cider of Sundown Festival in Norfolk, Blackheath’s Kisstory/Uptown Festival, Bristol’s Harbour Festival and Love Saves the Day.
In addition, the brand will be present at another 100 festivals nationwide this year and will roll out significant collaborative social media activity – including competitions for tickets to all events.
Nicola Randall head of marketing at Brothers Drinks Co said: “Our relaunch strategy is all about reigniting the fruit cider category and this campaign is a real case of putting our money where our mouth is. The new ads will drive awareness of our new flavours and our disruptive new-look packaging and generate interest and boost trial for stockists.
“Brothers Cider was born at Glastonbury and festivals are in our DNA, so it’s fitting that this relaunch year sees our biggest-ever programme of nationwide festival collaborations. Through presence at over 100 festivals, consumers will get to sample the great new taste of our fruity flavours and experience Brothers Cider in its natural habitat: the outdoor summer festival.”
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