The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Carlsberg Somersby

Carslberg tasks Fold 7 with £10m campaign to launch cider brand Somersby in the UK


By Stephen Lepitak, -

February 21, 2013 | 2 min read

Carlsberg UK has tasked Fold 7 with developing the £10m account to launch for its cider brand Somersby in the UK.

The process saw Fold 7 appointed having earlier this week lost out on the main Carlsberg account, which it has held since 2010, to Santo in Argentina.

David Scott, director of marketing for Carlsberg UK, commented: “We are investing significantly behind Somersby and Fold 7 have created a creative approach which taps into the typically British sense of humour. The advertising will resonate with consumers and provide us with scope for through the line activity, demonstrating how seriously we are taking this launch.

“At a time when other drinks producers are reducing their marketing spend, we are committing to millions of pounds worth of investment which will clearly define Somersby, make it famous and above all, provide a genuine choice in the mainstream cider market for consumers and our customers.”

Launch activity is set to include TV and digital advertising, which will roll out from March, aimed to appeal at cider drinkers looking for ‘a real apple taste’.

The UK launch is not expected to impact on the brand’s European positioning.

Carlsberg Somersby

Content created with:


We like to think of ourselves as a 21st Century advertising agency, focused very much on 21st Century consumers. 

Our guiding principle is ambition. It’s...

Find out more

More from Carlsberg

View all


Industry insights

View all
Add your own content +