The cider model is popping to Instagram to succeed in Gen Z and drive its new model positioning, which favours model character over product pushing.
Somersby, the Carlsberg Group owned cider model, is adopting a social-first strategy with “entertaining” artistic that targets Gen Z drinkers within the aggressive cider class having seen gross sales fall.
The model is rising spend on social media and returning to the enjoyable positioning it launched with in 2008 and helped it scale to 50 markets in ten years.
International advertising and marketing supervisor Maria Henriques admitted to Advertising and marketing Week that, lately, the model “misplaced the sting” and “leisure worth” it launched with, with artistic “very generic” and with “very passive eventualities of carefree leisure”.
