Introduction
Creating and naming a new apple cider brand for Carlsberg in
Scandinavia and Western Europe.
Challenge
Carlsberg recognised that its RTD consumers were outgrowing the
product and searching for a more adult, less artificial
alternative. Their response was to develop an apple cider with just
enough sweetness to appeal to younger palates and they asked us to
create and name a mainstream brand that would stand out in an
overcrowded drinks market whilst defying cider's more negative
associations.
Solution
Inspired by our own and Carlsberg's research into both category
and consumer, we literally set the scene for this new brand,
creating not only its name - Somersby - synonymous with summer in
Scandinavian languages, but also its faux heritage, capturing the
'Spirit of Summer' in an idyllic, fictional village. We defined the
Somersby brand positioning and built the identity around the
concept of warm, relaxed sociability and the after-work wind-down
with friends. Brimming over with light, sunny, natural and positive
associations, Somersby provides an ideal destination for young,
maturing consumers who are graduating from RTDs. The brand has even
shifted wider perceptions of the cider category, rapidly becoming
Norway's market leader and contributing to a 96% increase in the
apple cider segment.