Somersby has a tradition to introduce a new cider flavor every year. But the last product innovation was in 2016 and it didn’t perform as hoped so. Meanwhile a new aggressive challenger steps into the market and starts to trouble the leader’s positions. In 2018 Somersby launches its new watermelon flavor with the goal to counter the competition and steer the brand back to progress. The campaign „Summer Forever“ increases the overall sales, pushes back the challenger and helps the “watermelon” flavor becomes the most popular cider from Somersby.
The campaign ran in Canada, China, Poland, Bulgaria and other markets around the globe.