Today it’s hard to believe that it less than 4 years ago Somersby launched in Denmark. The speed of which Somersby – and cider in general – became a natural part of the Danes’ drinking habits were beyond anyone’s expectations. Back then our main challenge was to define a target group and make sure that these people became visible for the rest of Denmark in order to see that Somersby was the new it drink.
We don’t feel the need to say that it went above all expectations. In fact the jury, who awarded our Somersby case with the Grand Prix Advertising Effectiveness Award, argued that:
“It is clear that the criteria for success is whether you succeed to create a first mover effect and a ‘buzz’ in the most transient and trendy target group of younger, self-conscious and brand sophisticated consumers.”
- But what we do feel the need to say is that community marketing works! Also on the bottom line.
