Premium cider brand Aspall Cyder has unveiled a new campaign designed to position the brand as the drink of choice for elevated social occasions for a new generation of cider drinkers.
Titled ‘Y Do Ordinary’, the campaign emphasises the unique spelling of Aspall Cyder, which emphasises its 300-year heritage and a cider-making history that it claims sets it apart from other brands in the category.
The campaign showcases Aspall Cyder as a sophisticated alternative to Prosecco, wine, cocktails and aperitifs. The activation features visuals of the cider being poured into elegant cocktail glassware to challenge traditional perceptions and elevate the drinking experience.
Set to reach 22.9 million adults over the summer, the campaign is being activated across out-of-home (OOH) advertisements 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, who make up 46% of super premium cider drinkers.
Meanwhile, sampling activity will take place in high-footfall areas over the next few months, encouraging trial of the brand’s 330ml Crisp Aspall Cyder cans, which launched last year.
Stuart Ayre, Marketing Controller for Aspall Cyder at Molson Coors Beverage Company, 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, that challenges consumers’ traditional perceptions of cider.
“This ambitious campaign for the Aspall brand taps into those special, elevated social occasions, aligning with the brand’s premium positioning and sophisticated taste profile. We hope it will resonate with consumers, as well as help our retail customers to drive sales through the summer months and beyond.”
