Carlsberg, Asahi Beverages, and Clemenger BBDO have partnered to launch new Somersby Double (8.2%) to the Australian market.
The launch campaign, For a Night In-In, created by Clemenger BBDO and production company MOFA, introduces the new Somersby Double Apple 8.2% variant and positions it as the perfect companion for drinkers choosing to stay in-in, instead of heading out-out.
The fun, irreverent and somewhat quirky campaign departs from the traditional world usually associated with ciders – summer, meadows, and long afternoons – instead inserting the brand into the high-energy, early evening occasion.
Built from the simple insight that for many Gen Z and millennial drinkers the best part of their night is the bit before they head out, when they’re at home with their closest mates and they can truly be themselves. The launch campaign encourages consumers to lean into that occasion.
“Out-out always sounds like a good idea, until you’re standing in a queue at 2:00am. A night in-in is the sweet spot. Just mates, playlist privileges, and no plan. Somersby Double felt like the perfect partner for that-that,” said Amy Weston, ECD, Clemenger BBDO said:
Somersby is Australia’s number 1 cider brand. It is owned by Carlsberg and distributed in Australia by Asahi.
With High-ABV Cider experiencing a period of extended growth and Gen Z drinkers progressively preferencing at-home drinking occasions, Somersby Double provides them with a new alternative, that shakes cider free from its old stereotypes without losing Somersby’s signature refreshing taste.
“With the strong growth we’re seeing in the high ABV cider segment, it’s exciting to see Somersby Double Apple 8.2% hitting shelves across Australia,” added Sarah Wilcox, Asahi Beverages’ head of RTDs and cider.
The ‘For a Night In-In’ campaign was inspired by a simple insight: some of the best moments of a night are often those first few drinks shared with friends. We wanted to celebrate those moments and encourage people to make them last a little longer by staying In Session.
It’s been incredibly rewarding to launch a product that expands the Somersby portfolio while staying true to the refreshing, fruity taste that has made Somersby Australia’s number one cider.”
“When a strong brand, clear category trend and a genuine consumer insight come together, that’s where the magic happens. Somersby Double with its new campaign is the result of exactly that combination – brought to life through a fantastic collaboration between our teams and agency partners from the very beginning,” said Sidsel Marie Lyhne, international marketing manager, Carlsberg Export & license.
As one of Somersby’s largest and most mature markets globally, Australia is the first market to extend the brand into the high ABV cider segment, showing how innovation can unlock new occasions and bring more consumers into the category.”
Somersby Double is now available in-store in classic Apple flavour, with more flavours to be introduced in 2027.
The through-the-line campaign launches later this month across Film, OOH, In-Store and Social.
Credits
Agency: Clemenger BBDO Production: MOFA Edit: ARC
Media: PHD, Mindshare Music composition and sound design: Mosaic Music
Strategy House: This Time Tomorrow – Brett Donahay
Asahi Beverages: Sarah Wilcox – Head of RTDs and Cider Freya Page – Marketing Manager Joey Hutton – Brand Manager
Ashton Bell – Senior Manager Media
Carlsberg Breweries: Maxim Lazarenko, Vice President, Marketing
Sidsel Marie Lyhne – International Marketing Manager
Clara Gowland Joergensen – Senior Innovation Manager
1House: Anna De Sousa – Social Planner
PHD: Spencer Moore – Digital Manager
Ollie Taylor – Account Director
MINDSHARE:
Louise Bermingham – Client Partner
Julian Casella – I&A Manager
