Somersby, the Carlsberg UK-owned cider brand, is launching a content and social initiative to raise brand awareness and create engagement online. The initiative was created in partnership with global marketing and technology agency DigitasLBi.

The …What? Refreshingly Real Reviews series features British comedian and Charlie Brooker’s Weekly Wipe contributor Jake Yapp reviewing the topics and trends of the moment. In a series of films and other content, Yapp offers a down-to-earth point of view that pokes fun at the (sometimes ridiculous) way we live our lives, with the first film focusing on smart watches. A new film will be released every week over the next five weeks, with further content planned for July.

The initiative aims to raise brand awareness, create an online buzz around the brand and complement Somersby’s 'Apple Store' TV campaign.
DigitasLBi and Somersby used proprietary social listening tools to identify high-interest content categories amongst the brand’s target audience of digitally-savvy male cider drinkers aged 30-45. The initiative aims to reward this audience by providing them with shareable content offering a different perspective on current hot topics - everything from wearable tech to the latest food fads.

DigitasLBi and Somersby have collaborated to develop a social engagement strategy that harnesses bought, owned and earned media channels in order to drive reach and boost online conversation. They also collaborated with Carlsberg UK’s media agency OMD to develop the media strategy for the initiative.

DigitasLBi began working with Carlsberg UK in June 2013, collaborating on a number of digital projects aimed at ensuring that its portfolio of brands (including Carlsberg, Tetley, Somersby, San Miguel and Tuborg) has a world-leading digital presence across multiple media channels.

Matt Peach, Senior Brand Manager at Carlsberg UK, said: “Working with DigitasLBi, we’ve developed an approach which feels perfect for our socially-savvy, male audience. We hope it creates plenty of talkability online and has a big impact on awareness of Somersby.”

Abi Ellis, Group Creative Director at DigitasLBi, added: “We've made these reviews for blokes who all too aware of the pretentious nonsense creeping into their lives #middleagedselfie #lolz. They just want their cider to taste appley and their banter to be real. So that's what we're given them. As refreshing as a pint of Somersby."

Published on: 10:13AM on 27th March 2014