The campaign will set the tone for all marketing activity for Henry Westons, Wyld Wood and Old Rosie ciders for the next year, and is part of a £1m marketing investment for the three brands in 2015.
The activity rolls out starting June 8 and consists of an outdoor advertising campaign featuring on over 600 sites in cities across the UK from Birmingham down to Brighton, including billboard advertising running through until the end of July.
The outdoor media campaign will be supported by a digital campaign launching in July and running until September, promoting the Crafted to Perfection range of ciders within sports and lifestyle online magazines. The campaign will offer consumers the chance to find out ‘What kind of cider are you?’ after answering a series of questions about themselves, with a selection of rewards for competitors.
Ian Lewis, head of marketing at Westons, said: “Broadly-speaking, the three brands of cider attract a similar consumer type, however each has its own attributes that appeal to slightly different consumer sets, which will be evident from the results of the ‘What kind of cider are you?’ digital activation from July.
"Henry Westons appeals to a range of cider enthusiasts. Wyld Wood is aged in oak vats - however it tends to attract a larger proportion of women. Wyld Wood is made from organic apples and works very well with food. Old Rosie is the quintessential cloudy cider and tends to appeal to a slightly younger consumer.”