Molson Coors brand Aspall Cyder – which claims to be the number one super premium cider brand in the UK – has appointed a new agency to handle its advertising and marketing account following a pitch handled by Ingenuity.
Impero has scooped the brief to attract a new, younger cohort of drinkers to the 300-year-old brand as it builds on the next chapter of Aspall story and aims to lead the revival of the cider category.
Aspall insists it has been pioneering a better class of cider on the same site in Suffolk since it first launched in 1728, from light and crisp varieties, to rich and full-bodied. It became part of the Molson Coors portfolio in 2018.
Impero is tasked with developing a new advertising strategy and creative work, with an eye to boosting consideration among younger consumers, which will launch in summer 2025.
Molson Coors Beverage Company marketing controller Stuart Ayre said: “Impero’s energy and dedication to getting under the skin of the brand were impressive.
“They took a provocative approach to the brand, evaluating the campaign and the choices we needed to make. We are excited about the new creative direction and are confident it will meet the challenges facing both the brand and the cider category.”
Impero managing director Emily Winterbourne added: “Summer means cider to many of us and we are looking forward to doing what Impero does best, and recruiting a new tribe of enthusiasts to the brand. We can’t wait to get stuck into the work with our new client partners, and take this incredible brand into the next chapter in its history.”
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