Brothers Cider is tapping into its festival heritage and encouraging viewers to ‘Always Look on the Brothers Cider Life’ in a cheery, rainy 30-second spot.
The film, which will appear across the ITVX platform, features sodden festival-goers having the time of their life with mud, music and mates, spotlighting the ‘seriously unserious’ role of Brothers cider in delivering the best times despite the rain.
It marks 29 years since Brothers Cider debuted at Glastonbury Festival, with the brand set to feature at Bristol’s Love Save The Day and the city’s Harbour Festival, as well as Sundown Festival in Norfolk and Blackheath’s Uptown Festival.
The TV spot will be supported by a nationwide six-sheet OOH campaign, reaching over 10 million consumers.
Building on the film and the tagline ‘Always Look on the Brothers cider life’, the OOH features an image of one, dull, black and white stationary pair of muddy festival, while the other is dancing in technicolour.
In addition, Brothers Drinks Company has enrolled three social media influencers in order to create content about its flagship cider brand for a combined audience of 2.3 million targeted followers.
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The influencer-led activity will also be supported by paid-for advertising on Facebook and Instagram, reaching 12 million additional consumers across the summer.
Brothers drinks company head of marketing Nicola Randall said: “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 and disruptive and breaking category norms.”
“Assisted by substantial in-outlet activation aiding both depots and independent retailers, our media support will cut-through and resonate strongly with today’s cider drinkers,” she continued.
