Somersby looks to raise awareness with ‘refreshingly real’ videos on how we live our lives
Somersby Cider has teamed up with British comedian and Charlie Brooker’s Weekly Wipe contributor Jake Yapp to unveil five films poking fun at the way we live our lives, with the first film taking a pot-shot at smart watches.
The '…What? Refreshingly Real Reviews' series, created in partnership with DigitasLBi, aims to raise brand awareness, create an online buzz around the brand, and increase engagement amongst Somersby’s target audience of digitally-savvy male cider drinkers aged 30 to 45 years old.
“We've made these reviews for blokes who are all too aware of the pretentious nonsense creeping into their lives #middleagedselfie #lolz. They just want their cider to taste appley and their banter to be real. So that's what we've given them,” said Abi Ellis, group creative director at DigitasLBi.
Set to run for five weeks, with more content to be revealed in July, the initiative saw Somersby and DigitasLBi use proprietary social listening tools to identify high-interest content categories amongst the brand’s target audience.
Matt Peach, senior brand manager at Carlsberg UK, said: “We’ve developed an approach which feels perfect for our socially-savvy, male audience. We hope it creates plenty of talkability online and has a big impact on awareness of Somersby.”
Food fads is another area set to be ridiculed in the series.
Content created with:
DigitasLBi
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