Somersby looks to make 2014 the year of the #friendsie with latest marketing push
Cider brand Somersby has set out to make 2014 the year of the #friendsie with a marketing campaign spanning 20 countries.
The creative, featuring Lord Somersby, demonstrates how a friendsie (a social version of a selfie) coupled with Somersby can incite a feeling of togetherness and sharing.
The ads see Somersby encourage people to look at life from a fresh perspective by getting together and sharing experiences, suggesting that whilst together they can also snap and share a #friendsie to preserve the memory.
Anne Brøndsted Nielsen, global marketing manager for Somersby, commented: “Through this behaviour, momentum will be given to the friendsie concept and people will be encouraged to socialise in person. A great spin-off of this Somersby campaign could be that 2013, a year known as one of self-promotion (via the selfie), is followed by a year renowned for togetherness (via the friendsie). Imagine if friendsie was even declared word of the year in 2014.”
In addition to the TV advertisement, the campaign will also feature on several communication channels, with social media playing the largest role. Point of purchase in on- and off-trade as well as competitions will also encourage people to snap a #friendsie whilst enjoying a Somersby.