Aston Manor has launched a new campaign for its Crumpton Oaks as it looks to drive cider sales this summer and boost brand recognition.
The Happy Applecore campaign aims to reach over nine million UK consumers through the “energetic fun of the 90s’ electronic music scene”, said the cider led beverage company.
Building on the momentum of the brand’s last hip-hop-inspired campaign, Straight Outta Crumpton, the new campaign turns back the clock once again with an original track - this time leaning into the iconic happy hardcore genre.
The brand has collaborated with British DJ and electronic music pioneer Hixxy to produce an original track recorded by MC Whizzkid, who is known for shaping the UK happy hardcore scene.
The track will be brought to life in a video set to air across Sky, ITV and All4 for a three-month stint starting this month.
Moreover, the campaign will be supported by OOH, fly posters and 48 sheets in prominent sites.
To support retailers in joining in with the campaign, representatives would call in on 17,000 c-stores nationwide across the summer to provide POS, added Aston Manor.
It said the brand’s new strawberry and berry flavours are “flying off the shelves” with more than 130,000 cans sold since their launch in April.
“We’re extremely excited to be back making noise within the cider category with a loud, fun-filled, one-of-a-kind campaign that taps into the major consumer trend of nostalgia - especially surrounding the 90’s,” said Katie Walker, brand manager at Aston Manor.
“Our collaboration with DJ Hixxy, who is such an influential Happy Hardcore figure, ensures we have designed a personality-led campaign that will create waves, continue to disrupt the cider category status quo, and stand out to consumers in a fun and memorable way.
”Happy Applecore will resonate with cider drinkers of all ages, and tap into a thirst for good times, making memories and connecting with friends.”
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