30 Jul 2015 --- Thatchers Cider has launched a new campaign for its cloudy cider, Thatchers Somerset Haze.
Entitled “Cloudy with a 100% chance of apples” the campaign plays on the very English topic of the weather, highlighting the characteristics of this cloudy cider in a light hearted way. Thatchers Somerset Haze, 4.5%, is a naturally cloudy cider, crafted from Thatchers cidermakers’ choice of dessert apples to create a crisp, sweet finish – with the juice of the Jonagold apple lending the cider its all-natural haze.
The campaign will include retailer six sheets from 10th August, supermarket couponing, sampling in-store and at events, and a social media campaign launched (28 July) that will include competitions and giveaways.
Martin Thatcher, fourth generation cider maker says, “There’s a huge appetite amongst consumers for authentic, premium apple ciders. People want to know that what they are drinking not only tastes good, but has real provenance behind it.
“The cider market has seen unprecedented levels of innovation, with different fruits, packaging and sweet flavours being developed to turn the heads of the new, younger drinker. This has resulted in a certain flavour fatigue within the fruit and flavoured cider category.
“At Thatchers we are all about the apple and our cloud is perfectly natural. Somerset Haze is for cider drinkers looking for an approachable, easy flavour and the authenticity of well-crafted apple cider.”
The new creative is aimed at summer drinkers and conjures up a refreshingly crisp taste, perfect for a summer’s day, derived simply from the juice of the Jonagold eating apple, nothing else.
Thatchers Somerset Haze, which was launched earlier this year, is available in 500ml bottles, 440ml cans and on draught.
