Leading cider company, Aston Manor is celebrating the summer months by turning back the clock to the electric energy of the 1990s with a brand-new marketing campaign, Happy Applecore.
With many of us drinking more cider in the summer months, the brand-new campaign is launching just in time to drive sales and boost brand recognition for its mighty refreshing cider, Crumpton Oaks.
Building on the success of their last hip-hop-inspired campaign – Straight Outta Crumpton, the new campaign sees Crumpton Oaks turn back the clock once again with a fun, lively, original track - this time leaning into the iconic Happy Hardcore genre.
Bringing attitude, personality, fun and disruption to the cider category and tapping into the booming trend of 90s nostalgia, the Happy Applecore campaign is anticipated to reach over nine million UK consumers.
And, with latest research revealing that over a third of Gen Z are nostalgic for the 90s, despite being born in the 00s, and almost two thirds of Millennials feeling nostalgic for their younger years– the campaign promises to spark joy for Crumpton Oaks’ target demographic.
As part of the campaign, Crumpton Oaks has teamed up with legendary British DJ and electronic music pioneer, Hixxy, to produce an original, feel-good track, recorded by MC Whizzkid. Known for shaping the UK Happy Hardcore scene, Hixxy adds authenticity and infectious energy to the campaign.
With a pounding bassline that will transport consumers back to the neon lights and high energy of the 90s, the track also features original lyrics that put Crumpton Oaks firmly in shoppers’ minds as ‘the raver with flavour’.
Hixxy’s track will be brought to life in a vibrant, eye-catching video set to air across major platforms including Sky, ITV, and All4 for a three-month run starting this June – estimated to be seen by 3.5 million UK consumers.
It can also be viewed on YouTube and other social media platforms to ensure Crumpton Oaks Cider is front and centre across the important cider buying season.
What's more, the campaign will also be supported by OOH on-theme large format, psychedelic neon projections of Crumpton Oaks cider. Alongside fly posters and 48 sheets in prominent sites for those who look fondly on this trending era, Crumpton Oaks’ key customers will experience the brand’s visibility and personality first hand.
The brand-new campaign is expected to boost sales of the popular Crumpton Oaks brand which is leading the way in the cider category.
With over 6.7 million pint cans sold in 2024, Crumpton Oaks is a medium cider, made from pressed bittersweet apples, which are blended with the juice from crisp dessert apples and then fermented to achieve a full flavoured refreshing cider at an affordable price.
Cider lovers are also getting into the spirit of summer with Crumpton Oaks’ brand-new flavours, Crumpton Oaks Strawberry and Berry which are flying off the shelves, selling more than 130,000 cans between the flavours since their launch in April.
Bursting with refreshingly sweet flavours, Crumpton Oaks Strawberry is the perfect blend of sun-ripened strawberries balanced with crisp orchard apples. For a more vibrant drink, Crumpton Oaks Berry offers a refreshing mix of berry flavours for a smooth and satisfying sip every time.
To support retailers in joining in the fun with Crumpton’s Happy Applecore campaign, Aston Manor will have representatives visiting selected depots to place POS in wholesale, as well as calling in on 17,000 convenience stores nationwide across the summer to provide POS for retailers.
Katie Walker, Brand Manager for Aston Manor, comments: “We’re extremely excited to be back making noise within the cider category with a loud, fun-filled, one-of-a-kind campaign that taps into the major consumer trend of nostalgia - especially surrounding the 90’s.
“Our collaboration with DJ Hixxy, who is such an influential Happy Hardcore figure, ensures we have designed a personality-led campaign that will create waves, continue to disrupt the cider category status quo, and stand out to consumers in a fun and memorable way.
Happy Applecore will resonate with cider drinkers of all ages, and tap into a thirst for good times, making memories and connecting with friends.”
Available in convenience stores and supermarkets, Crumpton Oaks offers ultimate refreshment.