Carlsberg-owned cider brand Somersby has unveiled a new global creative platform aimed at connecting with younger consumers by positioning the brand as an escape from the pressures and absurdities of modern life.
The new campaign, titled 'Time Out from the Bullshit', is being rolled out across television, video-on-demand, digital, social media, outdoor advertising and point-of-sale channels, marking a significant evolution in the brand's global marketing strategy.
Developed by agency Fold7, the campaign is based on research suggesting that consumers, particularly younger adults, are increasingly overwhelmed by social media pressures, online trends and the growing influence of technology in everyday life.
At the heart of the campaign are two satirical films directed by Eoin Glaister. The adverts feature fictional content creators trapped in exaggerated digital lifestyles, including an AI-powered life coach and a wellness influencer promoting increasingly bizarre self-improvement routines.
Both characters are ultimately rescued by a new brand character, Mr Somersby, who encourages them to step away from the noise of their digital worlds and enjoy simpler moments with a chilled Somersby cider.
Laurent Cayet, global vice president at the Carlsberg Group, said the campaign reflects the brand's ambition to offer consumers a more light-hearted alternative to the pressures of modern life.
"Somersby is calling out the bullshit that clutters modern life," he said. "With 'Time Out from the Bullshit', we're standing for something carefree, more real moments where people can switch off the noise, find their own rhythm, and enjoy life with more joy and freedom."
He added that the new platform positions the brand as "a necessary, joyous disruption in a world of manufactured perfection" and strengthens Somersby's emotional connection with consumers.
The campaign also serves as the launch platform for Somersby Zero, a new alcohol-free product that the company says delivers "zero alcohol, zero calories, zero sugar, and zero bullshit".
Alongside traditional advertising activity, Somersby has expanded the concept into a dedicated social media entertainment series created with agency We Are Social. The ongoing content programme features humorous videos including talking fruit, quirky squirrels and street interviews, all designed to highlight the everyday absurdities targeted by the campaign.