Brothers Cider has launched a significant new campaign ahead of Halloween to drive awareness of the brand’s association with the occasion and positioning it as a cider that "thinks outside the bottle".
With a spend worth over £300,000, the new campaign is expected to reach a total of 36 million consumers and builds on the success of its Making Weird Wonderful campaign during the summer. Celebrating its hero flavour, Toffee Apple, the aim is to raise brand awareness across the UK, cementing Brothers’ position as the cider of choice during Halloween and into the autumn and winter season.
Now live until 1 November, the campaign incorporates bold out-of-home advertising appearing on 11 digital roadside towers in eight key cities across the UK, including Bristol, Manchester, Leeds, Liverpool and Sheffield.
Shoppers will also be able to experience the campaign through promotional adverts whilst shopping online and in-store across 300 Tesco sites nationwide. In addition, Brothers is participating in Asda’s in-store Halloween activation, with the brand’s advertising appearing in-store, on the retailer’s FM radio station as well as through digital advertising.
Taking centre stage across the campaign is the brand’s best-selling flavour, Toffee Apple, which has become synonymous with Halloween for its competitive seasonal versatility. Consumers can heat up Toffee Apple’s rich creamy flavours and enjoy it as a ‘winter warmer’ or mix it using one of Brothers many recipes to make a festive cocktail, giving consumers a chance to enjoy cider during the cooler months.
“Halloween is a key occasion for the business as our Toffee Apple variant in particular, lends itself perfectly to warming winter drinks and really brings to life the autumnal and wintery flavours consumers are looking for," said Nicola Randall, Head of Marketing.
