Overall assignment

Launch a completely new innovation and product category, Somersby Cider for Carlsberg, within the broad target group of 25-35 y/o.
Subsequently, creating international launch and brand guidelines for the brand.

Solution

A Below-The-Line advertising and communication strategy focused on influencer-integration, PR stories and activations and On Trade activation kits, ensuring a consistent message through the entire campaign. Creating a specific consumption occasion. All leading up to the National TV launch.
Pre-launches with leading magazines and VIPs were held up to the official launch, PR kits were sent out to trendsetters. The purpose was to have the trendsetters spread the word about Somersby, on their own terms so it didn’t seem not credible, having trend followers to crave the product.

Results

• Won Advertising Effectiveness Award 2009
• 37% level of awareness in the target group, before the product was launched in stores
• 25% considered buying before even tasting before the product was officially launched
• In 2010, 215.000 people over 18 years of age (4% of the Danish population) drank it on a daily basis instead of beer or wine
• Product awareness of 94% in 2009 amongst the entire population over 18 years of age
• More than 2 out of 3 Danes over 18 years of age had tried Somersby in 2009
• The market for cider in Denmark 40-doubled from March 2008-May 2008
• Ignited the largest user-created Facebook groups with over 215.000 fans – this was before brands could set up brand pages on Facebook
• Somersby is amongst the top 10 cider brands in the world
• Very’s strategy has since been used in academic assignments and books