Aspall Cyder reaffirms super premium category position with new campaign
SUPER premium cider brand Aspall Cyder has kicked off a new campaign to position the brand as the go-to option for “elevated social occasions”.
Dubbed the ‘Y Do Ordinary’ campaign, the new marketing emphasises the unique spelling of Aspall Cyder and its 300-year heritage as a brand to help set it apart from other brands in the category.
The campaign showcases Aspall as a “sophisticated alternative” to options such as wine, cocktails, Prosecco and other aperitifs whilst showcasing its traditional fermentation methods using specially selected apples and specialist yeast.
To capture this, the activation features striking visuals of the cider being poured into elegant cocktail glassware to help challenge the traditional perceptions of cider drinking and help elevate the category to a new level.
The campaign is set to reach an estimated 22.9million adults during the summer months, says parent firm Molson Coors Beverage Company (MCBC), with placements across out-of-home advertisements in key cities, using weather forecasting to dynamically target consumers on warm and sunny days.
Meanwhile, sampling activity with take place in high-footfall areas between June and August to help encourage trial of 330ml Crisp Aspall Cyder cans, which launched last year.
Stuart Ayre, marketing controller for Aspall Cyder at MCBC, 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 brands premium positioning and sophisticated taste profile.
“We hope it will resonate with consumers, as well as helping our retail customers to drive sales through the summer months and beyond.”
