Cider brand Somersby is highlighting what it calls moments of “adult bulls**t” with a new campaign that aims to call out the “absurdity” of modern adult life.

Developed in collaboration with creative agency We Are Social, the work will form part of the Carslberg-owned brand’s social media-focused repositioning.

The campaign will see the launch of three repeat social content series aimed at attracting an audience of new consumers titled: ‘The Squirrels of Somersby Tree’, ‘Somersby Treeside Confessions’ and ‘Somersby Fruits’.

“We set out to entertain and to flip the script on how Somersby shows up in social,” said Maria Henriques global marketing manager at Somersby.

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“We Are Social helped us create a content approach that doesn’t just follow trends, it contributes to them and generates conversations – making Somersby feel like a real part of Gen Z’s world, not a guest in it. It’s not about pushing product, it’s about building belonging, and that’s where the real magic is happening, thanks to the brilliant team involved.”

The assets are now live on Somersby’s global Instagram channel, as part of its social media relaunch. Strategic paid media was by Dentsu and will run in key markets.

Kenneth Moore, group creative director at We Are Social added: “We’re excited to be helping Somersby get more playful on social.

“These original but simple formats are designed to wear in over time vs campaigns that can wear out. Each series is devised to entertain, hack the algo, get fresh eyes on Somersby, and drive a deeper brand love across social.”