Brothers Cider is to launch its first television advertising campaign this summer as it looks to build on recent sales gains and a widening distribution network.
The cider brand intends to spend £2m on TV activity across digital and terrestrial channels this year. An outdoor campaign including six sheet and washroom posters sited near to points of purchase will support the activity.
Matthew Langley, marketing manager for Brothers, says the brand’s 50% sales growth last year and the increased national retail listings this year means the brand has a “solid platform and critical mass to compete in the television advertising arena”.
He adds that the cider sector can “achieve its best sales ever this year” but only “those that take an aggressive and positive approach to supporting their brands”.
Bothers Cider is the third biggest cider advertiser in the country behind Magners owner C&C Group and Scottish & Newcastle’s Strongbow. Magners is currently preparing a May campaign for its pear variant while Strongbow recently renewed its sponsorship deal with radio station Talksport.
Brothers will start work on the ads in May. Langley says it has yet to appoint an agency to handle the creative account but and is looking to work with agencies on a project by project basis. Media planning and buying will be handled by The Point.
The summer activity follows the poster campaign Brothers launched in the run up to Christmas last year using the strapline “You can’t choose your family, but you can choose your Brothers”.
Brother originated at the Glastonbury Festival in the mid nineties, where it was sold until it was launched as a consumer product in 2006. It recently relaunched its festival edition, a more potent version of the cider, with new label graphics and outer packaging designed by Brandopus.