Westons Launches ‘Crafted to Perfection’ Campaign
11 Jun 2015---Westons Cider is launching a new Crafted to Perfection campaign for its range of traditional premium cider brands, to reinforce the craftsmanship that goes into producing the ciders whilst also engaging with more mainstream cider drinkers and encouraging them to broaden their drinks repertoire.
The Crafted to Perfection positioning will set the tone for all marketing activity for Westons Henry Westons, Wyld Wood and Old Rosie ciders for the next year and is part of a £1m marketing investment for the three brands in 2015. The activity rolls out this week and consists of an outdoor advertising campaign featuring on over 600 sites in cities across the UK from Birmingham down to Brighton, including 48 and 6-sheet advertising running through until the end of July. The creative design was developed by London marketing agency Pulse.
The outdoor media campaign will be supported by a digital campaign launching in July and running until September, promoting the Crafted to Perfection range of ciders within sports and lifestyle online magazines. The campaign will offer consumers the chance to find out ‘What kind of cider are you?’ after answering a series of questions about themselves, with a selection of rewards for competitors.
Ian Lewis, head of marketing at Westons, says: “This is our biggest ever investment in above-the-line advertising for our traditional range of cider brands, and now seemed to be the right time to promote to consumers the genuine craftsmanship that goes into making Henry Westons, Old Rosie and Wyld Wood; the fact that they are Crafted to Perfection.
“Broadly-speaking, the three brands of cider attract a similar consumer type, however each has its own attributes that appeal to slightly different consumer sets, which will be evident from the results of the ‘What kind of cider are you?’ digital activation from July. Henry Westons is the UK’s largest traditional premium cider brand and appeals to a range of cider enthusiasts; like Henry Westons, Wyld Wood is aged in oak vats, however it tends to attract a larger proportion of women. Wyld Wood is made from organic apples and works very well with food. Old Rosie is the quintessential cloudy cider and tends to appeal to a slightly younger consumer.”
