Aspall Cyder has unveiled a new campaign designed to position the brand as “the drink of choice for elevated social occasions”.
The ‘Y Do Ordinary’ campaign highlights the unique spelling of Aspall Cyder and positions the cider as a “sophisticated alternative” to prosecco, wine, cocktails and aperitifs.
It features visuals of the cider being poured into cocktail glassware. This would “challenge traditional perceptions and elevate the drinking experience”, the Molson Coors-owned brand said.
The campaign includes OOH advertisement in key cities, using weather forecasting to dynamically target consumers on warm and sunny days. It would reach an estimated 22.9 million adults over the summer, Aspall said. Sampling activity, meanwhile, would take place in high-footfall areas until August and encourage trial of the brand’s 330ml Crisp Aspall Cyder cans, launched last year.
“Our ‘Y Do Ordinary’ campaign represents a significant investment to drive brand and category reappraisal,” said Stuart Ayre, marketing controller for Aspall Cyder at Molson Coors Beverage Company. “Our liquid, along with the Y in cyder, is what sets us apart, and our new campaign shines a light on these to hero the cider we have produced in Suffolk for almost 300 years – but doing so in a new and interesting way, that challenges consumers’ traditional perceptions.”
Sales of Aspall Cyder shot up by 21.4% to £18.7m last year, on volumes up 27.5% [NIQ 52 w/e 19 April 2025].
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