In September 2012, Carlsberg Group partnered with Crown Imports to bring Somersby Cider to select U.S. markets. Somersby is a Danish brand with a fun, outgoing personality coupled with a sense of aristocratic history. To prepare for the launch, we put studied the cider and greater alcohol markets to create a full integrated marketing communications plan for the United States. We selected the target segments for this personality’s arrival, created a behavioral timeline for consumers, and identified the value proposition for both end customers and on-/off-premise accounts. This data was shaped into a creative brief and budget that can be used for future marketing needs.
Featured image by Carlsberg Deutschland