3.The marketing activity, worth a claimed £7 million, will include advertising on TV and radio as well as digital media. There will also be activity at summer festivals.
The campaign features the fictional Lord Somersby, described as the Lord of Somersby Manor and creator of the cider.
The first of two television adverts aired this month, welcoming viewers to the Somersby Estate and examining the “unreal history” of the Somersby brand.
It will be followed in May by a second television spot which expands on the personality of the character and how he supposedly “invented” dancing.
Both television ads will run until August.
David Scott, director of brand and insight at Carlsberg UK, said the new character is expected to appeal to UK customers after being well received elsewhere.
He said: “Lord Somersby has been successfully launched in several markets around the world and we are confident that he will be positively received in the UK.
“The two adverts convey the fun-loving and convivial personality of the Somersby brand and we are excited to bring this to the British public.
“Through the new television ads and wider marketing campaign we will begin to dial up the brand’s credibility as one of the fastest-growing cider brands in the world.”
The reach of the advertising campaign will be further increased by radio activity between June and August on Absolute and Kerrang stations, which aims to encourage sampling of the Somersby range and is expected to reach an additional five million consumers.
The launch of the campaign follows the introduction of the brand’s three new fruit flavours – Somersby Apple Burst, Somersby Cranberry and Somersby Blackberry.
The packaging of Somersby Original has also been refreshed, which the firm claims will help consumers differentiate between the original and new flavours.
The new Somersby Cider variants are available in 330ml and 500ml formats in the off-trade and 500ml format in the on-trade.
Somersby Original, meanwhile, can be purchased in a 440ml format in the off-trade and on draught in the on-trade.
Scott said the range will attract new drinkers to the category as the weather hots up.
He added: “As the summer months draw nearer people are looking to celebrate being outdoors with refreshing drinks and we are confident that our Somersby range will continue to attract drinkers to the category.”