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.”