Aspall Cyder has unveiled a new campaign designed to position the brand as ”the drink of choice for elevated social occasions”.
The ‘Y Do Ordinary’ campaign highlights the unique spelling of Aspall Cyder and positions the cider as a “sophisticated alternative” to prosecco, wine, cocktails and aperitifs.
It features visuals of the cider being poured into cocktail glassware which would “challenge traditional perceptions and elevate the drinking experience”, said the Molson Coors-owned brand.
Aimed to reach 22.9 million adults over the summer, the campaign includes OOH advertisement in key cities, using weather forecasting to dynamically target consumers on warm and sunny days.
Targeted social ads aim to “redefine conventional cider moments and serves” among consumers in their early 20s to mid-30s, which make up 46% of super premium cider drinkers, according to Kantar.
Sampling activity, meanwhile, is taking place in high-footfall areas until August, encouraging trial of the brand’s 330ml Crisp Aspall Cyder cans which launched last year
“Our ‘Y Do Ordinary’ campaign represents a significant investment to drive brand and category re-appraisal. Our liquid, along with the Y in cyder is what sets us apart, and our new campaign shines a light on these to hero the cider we have produced in Suffolk for almost 300 years - but doing so in a new and interesting way, that challenges consumers traditional perceptions of cider,” said Stuart Ayre, marketing controller for Aspall Cyder at Molson Coors Beverage Company.
“This ambitious campaign for the Aspall brand taps into those special, elevated social occasions, aligning with the brands premium positioning and sophisticated taste profile. We hope it will resonate with consumers, as well as helping our retail customers to drive sales through the summer months and beyond.”
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