Thatchers Cider is taking part in its largest series of events to date to introduce its brands to new consumers as part of a marketing campaign. This endeavor focuses on sampling, activation and above-the-line activities aimed at increasing interest in Thatchers Gold, Haze and Blood Orange ciders.
Throughout the summer months, Thatchers is set to sample its ciders to over 800,000 people while attending 30 festivals, concerts and other events across the United Kingdom. The company plans to attend nine festivals new to Thatchers, including Boardmasters, Kendal Calling and Victorious, where Thatchers Haze will be the only apple cider available.
Thatchers’ brand activation manager, Emma Pyle, stated that, “This is our biggest summer campaign to date, that sees us visiting 30 brilliant festivals, events and concerts right across the country. This is supported with in-home and office sampling initiatives, and an above-the-line campaign headlined by our new Pint-Sized Perfection commercial.”
Thatchers Haze, known as a cider that accompanies laid-back occasions, especially occasions involving music, will be enjoyed by festivalgoers who can find it at UK venues throughout the summer. As the country’s favorite and highest-selling cloudy apple cider, it’s the perfect drink for the occasion.
In addition to festivals and events, sports enthusiasts will also see Thatchers Gold at top-flight rugby, cricket and football games throughout the summer and into the autumn. Thatchers has recently launched a new TV commercial, backed by a multi-million pound budget that will continue throughout the summer and into August. The commercial will air on linear TV, broadcast video on demand, cinema and YouTube. It will also be promoted through 48-sheet and six-sheet outdoors advertising and a consumer-focused social media campaign.