Super premium cider brand Aspall Cyder has unveiled a new campaign designed to position it as the drink of choice for the ‘elevated social occasions’ enjoyed by a new generation of cider drinkers.
Titled ‘Y Do Ordinary’, the campaign emphasises the unique spelling of Aspall Cyder, referencing the 300-year heritage that sets it apart from other brands in the category.
Specifically, the campaign promotes Aspall Cyder as ‘a sophisticated alternative to Prosecco, wine, cocktails and aperitifs’, and features pours into elegant cocktail glassware to make that point.
Marketing controller for Aspall Cyder at Molson Coors Beverage Company, Stuart Ayre, said: “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 which challenges consumers traditional perceptions of cider.
“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 on-trade customers to drive sales through the summer months and beyond.”
Set to reach 22.9 million adults over the summer, the campaign is being activated across out-of-home advertisement in key cities, using weather forecasting to dynamically target consumers on warm and sunny days.
Targeted social ads will also 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.
