Whitbread brings out Merrydown’s ‘dark side’

Whitbread is relaunching the Merrydown cider brand, replacing its classic rural image with earthy Celtic imagery aimed at a younger, “new age” market.

The TV advertising will play on Celtic themes and present the brand’s “dark side”.

The brewer took over distribution and marketing for the brand in May, and has since moved its 1m ad account out of Lintas i and into Lowe Howard-Spink (MW July 14).

The Merrydown brand has performed poorly over recent years, as a result of price-cutting and the influx of cheap supermarket own-label ciders.

When the Merrydown company handled the brand’s marketing, it did not have money to fully support the product.

Whitbread is hiking the advertising and marketing spend and unveiling new packaging and a new advertising campaign for the brand.

Initially, it will use below-the-line media, though an above-the-line campaign using television is planned for later in the year.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here