Brothers Cider sales were strong in 2020, but as we headed into 2021 things were looking more uncertain. Another Glastonbury festival had fallen by the wayside, which was a massive dent in the Brothers’ diary.
Their recent ‘Find your Flavour’ campaign saw consumers answer questions to discover which flavour best fits their personality. But how could we take it to the next level and keep Brothers front of mind for drinkers considering their next cider?
THE BIG POSITIVE IMPACT
With festivals a no-go due to the pandemic, we decided to go where our target audience were now spending their lockdown time – online and VOD. We created some quirky, attention-grabbing social films designed to stop thumbs scrolling.
The brand’s mantra is ‘A Curious Mix’, borne from the quirky and unexpected flavour combinations Brothers dream up. Our ‘Find your Flavour’ campaign extension showed the weird and wonderful lengths Brothers drinkers go to find theirs – from Rhubarb & Custard to Toffee Apple.
It’s early days, but the organic and paid social campaign across Facebook, Instagram, Twitter and YouTube has been seen by over 3.9 million people. Clearly building some deliciously deep engagement with the brand. Cheers.