Cider label Somersby launched a new marketing campaign entitled 'Isn't That Wonderful,' taking a new angle to its marketing tactics. The commercial is made in collaboration with Uncle Grey Agency, Copenhagen and has been taken under the direction of TBWA Melbourne to appeal to the Australian audience as well.
The main idea behind the new campaign is inspired by today's modern world and the increasing uncertainty driven by the apathy of positive occurrences that happen daily. The name of the ad encourages refreshing optimism informed with the philosophy that the 'glass is half full.' Michael Edmonds states that "On this next journey, we want to remind people to embrace the lighter side of life by becoming the champions of optimism through our light-hearted, playful and generous personality [...] we wanted to ensure we knew exactly what that optimism looks like to Australians, specifically."
Positivity-Focused Cider Campaigns
Somersby's Isn't That Wonderful Ad Highlights Sunny Optimism
Trend Themes
1. Optimism Marketing - Embracing optimism through light-hearted and playful campaigns can engage and resonate with audiences in a world filled with uncertainty.
2. Philosophy-inspired Advertising - Using philosophical concepts like 'the glass is half full' in marketing campaigns can provide a refreshing perspective and create a meaningful connection with consumers.
3. Localization of Global Campaigns - Customizing global campaigns to resonate with specific regional audiences, like Somersby did for the Australian market, can help brands establish a deeper connection with local consumers.
Industry Implications
1. Cider Industry - Applying positivity-focused marketing campaigns in the cider industry can differentiate brands and attract consumers who appreciate a refreshing and optimistic brand image.
2. Advertising and Marketing Industry - Incorporating optimism and philosophical concepts in advertising can offer disruptive innovation opportunities to create impactful and memorable campaigns.
3. Regional Marketing and Localization Industry - Helping global brands customize and localize their campaigns for specific regional markets can be a valuable service within the marketing and advertising industry.