Cider brand Somersby has rolled out a digital and social media platforms to connect with cider fans in Singapore.
The ‘Awkward Apple Dance’ is filmed with real people dancing on the streets of Singapore with the Somersby Apple mascot.
The video captures the candid, unrehearsed and somewhat awkward reactions of Singaporeans who were asked to dance in public alongside the Somersby Apple mascot. The campaign aims to get Singaporeans to loosen up with a little help from Somersby Apple Cider.
The campaign will have a presence on MediaCorp’s XINMSN, as well as social media platforms such as Twitter, Facebook and blogs.
The ‘Awkward Apple Dance’ is Somersby’s first digital campaign since its 2012 debut in Singapore. According to the brand, its following has grown steadily over the past few years with more than 60% growth in sales YOY between 2012 to 2013.
With plans to further expand its presence in Singapore, the campaign is aimed at increasing awareness for more exciting initiatives this year.
Somersby Cider is owned and distributed by Carlsberg Singapore.
“We are deliberately using humour to catch people’s attention because this is exactly what the brand stands for – fun. The concept is so simple, yet uplifting. It perfectly demonstrates the core values of the brand to live it up and be free,” Raymond Tan, senior brand manager for Carlsberg Singapore said.