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By Ishbel Macleod, PR and social media consultant

March 26, 2013 | 2 min read

Somersby, the cider brand from Carlsberg, has released a TV campaign by Fold7 for its UK launch, which aims to target both men and women.

The campaign, the first by Fold7 for the brand since their appointment last month, parodies the excitement and anticipation around the launch of the latest tech gadgets, and uses terms such as “16pip”, “32pip”, and “lift towards the mouth and inter-face”.

David Scott, Somersby’s director of marketing, said: “We are investing significantly in the UK launch of Somersby and Fold7 have created an ad that taps into the typically British sense of humour. We have developed a cider specifically for the UK market, which has a more balanced, refreshing taste and will appeal to both male and female consumers. The ad is the perfect way to launch it and connect with this audience.”

Ryan Newey, at Fold7, added: “Somersby has a great opportunity to shake up the cider category with its differentiated taste. We wanted to make an ad that would be similarly game-changing for the sector.”

Breaking today, the TV spot was written by Ryan Newey and directed by Mat Kirkby through RSA Films.

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