The cider brand bases its entire marketing strategy around live music, and the music marketing agency will help create and manage its long-term plans.
Gaymers marketing controller Fiona Lovatt says the agency will help deliver “fully integrated” campaigns.
Brand owner Gaymer Cider Company (GCC) spends about £5m a year on music-based marketing for Gaymers. It is the title sponsor of the Camden Crawl music event and runs “Grassroots Gigs” events where established bands play small venues. It also has partnerships with the Leeds, Latitude, Bestival and Lovebox music festivals.
Lovatt adds that music helps the brand reach its target market of 18- to 35-year-olds because research shows that music “is an important part of their lives”.
GCC recently announced that it is to add fruit ciders made with strawberries, blackberries and blackcurrants to the Gaymers range in a bid to tap into what it sees as a growing market.
C&C Group agreed to buy GCC in December as part of the £45m acquisition of Constellation Brands’ UK cider business. The deal sees C&C, which also owns Magners, acquire the Blackthorn and Olde English brands in addition to Gaymers.
The cider market was worth £1.88bn in 2009, according to Mintel.