Brothers Cider looks to the bright side

Premium cider brand unveils festival themed campaign

Brothers Cider is out to showcase its new approach as a ‘seriously unserious cider’ in its new marketing ‘Always Look on the Brothers Cider Life’.

SOMERSET cider firm Brothers Cider is set to capitalise on its major brand relaunch with the roll out of its new marketing campaign.

The campaign kicks off the brand’s biggest package of support ever with a massive investment of £4million into the marketing which includes a video-on-demand TV advert, nationwide 6-sheet poster campaign, extensive festival-related activations at more than 100 summer events, consumer PR as well as a major social media drive.

Supporting the brand’s recent relaunch from earlier this year, the marketing runs throughout the summer with a festival themed activation using the strapline ‘Always Look on the Brothers Cider Life’

Brothers reckons this will help to offer a light-hearted insight into the brand’s new positioning as ‘seriously unserious cider’.

The new 30 second ad features rain-soaked festival-goers having a good time despite the weather with mud, music and mates. The ad shows the cider brand will help to create lighter moments even in the downpour to help make memories that will last a lifetime, says Brothers Cider.

Nicola Randall, head of marketing at Brothers Drinks Co., said: “Our relaunch strategy is all about reigniting the fruit cider category and this campaign is a real case of putting our money where our mouth is.

“The new ads will drive awareness of our new flavours and our disruptive new-look packaging as well as generate interest and boost trial for stockists.

“The upbeat, festival-themed ads showcase our new approach as ‘seriously unserious cider’ and will encourage consumers to join us and ‘Always Look on the Brothers Cider Life’.

“Like our dancing festival welly, the fruit cider category needn’t be stuck in the mud, and we want to lead the way by being bold, disruptive and breaking category norms.”