Somersby Super Crisp is not the Swedish cider (that’s a rival brand) and Clemenger BBDO has built a lot of fun around that. Its commercial opens on a scene of Swedish dancers in traditional dress wrapping yellow and blue ribbons (Sweden’s national colours) around a tree to a soundtrack of Swedish music and aa Swedish voiceover.
Turns out it’s a humorous mistake by the film’s director. Somersby Super Crisp is sweet-ish.
The hero film establishes the joke that is set to run across cinema, online video, social, audio and OOH.
“We wanted to create a fun, local campaign to launch Somersby Super Crisp. The sweet-ish wordplay was a great way to bring our product benefit to life, inject humour into the category and remind Aussies that Somersby is still our largest and most-loved cider,” stated CUB brand manager, Liam Hale.
Clemenger BBDO creative director, Brodie King, added, “‘Sweet-ish’ låter lite som ‘svensk’. En enkel observation som hjälpte oss att landa vad Somersby Super Crisp är – genom att prata om vad det inte är. Tack till våra fantastiska kunder på CUB & Carlsberg för deras förtroende och våra duktiga produktionspartners för deras hantverk.
[Translation: ‘Sweet-ish’ sounds a bit like ‘Swedish’. A simple observation that helped us land what Somersby Super Crisp is – by talking about what it’s not. Thanks to our great clients at CUB & Carlsberg for their trust and our talented production partners for their craft.]
The campaign has launched in time for the party season and summer.
Credits:
Client: CUB (Somersby)
General Manager of Marketing: Nicole McMillan
Head of Marketing, CUB Premium Beverages: Hayden Turner
Marketing Manager: Amy Pollock-Hall
Brand Manager: Liam Hale
Carlsberg VP Marketing: Max Lazarenko
Brand Director: Ana Milicevic
Marketing Manager: Sidsel Marie Lyhne
Agency: Clemenger BBDO
Chief Creative Officer: Jim Curtis
Executive Creative Director: Richard Williams
Creative Director: Brodie King
Senior Copywriter: Tom Vizard
Art Directors: Esther Parsons & Ben Bryan
Managing Partner: Scott Balalas
Senior Business Director: Ava Hawes
Senior Business Manager: Elyse Paone
Account Executive: Golda Sanchez
Chief Brand Officer: Paul Rees Jones
Strategy Partner: Brigitte Bayard
Senior Producer: Lisa Moro
Senior Print Producer: Matt Gauci
National Traffic Manager: Karen Kushinsky
Production Company: The Sweetshop
Co-Managing Directors: Greg Fyson & Edward Pontifex
Director: Max Barden
Producer: Allison Lockwood
DOP: Stefan Duscio
Casting Director: Megan D’Arcy (Nick Hamon Casting)
Production Designer: Patrick Bennet
Costumes: Emma Lamp
Post Production: The Editors
Producer: Charlotte Griffiths
Offline Editor: Joe Morris
Colourist: Trish Cahill
Online Artist: Eugene Richards
Sound: SqueakE Clean Studios
Sound Engineer: Rob Stephens
Media Agencies: PHD & 1House
