Aspall Cyder has launched 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 spelling of Aspall Cyder with the letter ‘y’.
The campaign showcases Aspall as a sophisticated alternative to prosecco, wine, cocktails and aperitifs by using 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 runs across out-of-home advertising 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 in high-footfall areas will encourage trial of the brand’s 330ml Crisp Aspall Cyder cans, which launched last year.
