Following the sales-driving success of the Merrydown spring poster campaign, SHS Drinks is now backing its award-winning Merrydown Cider with an autumn outdoor advertising campaign running during September.
The activity is the second instalment of the eye-catching spring poster campaign – the brand’s first above-the-line advertising support for 15 years. The 6-sheet execution highlights the unique ‘taste-bud tickling’, ‘mouth-delighting’, ‘appley marvelousness’ of Merrydown cider and will appear at sites in high footfall areas close to high street and supermarket stores. Around two million consumers are expected to see the autumn burst of the Merrydown advertising campaign.
Since their first airing in the spring, the Merrydown Cider posters have had a significant impact in escalating sales and contributing to the success of the brand’s ‘One Sip, Many a knowing grin explained’ campaign which spans a number of food-matching initiatives highlighting the fact that Merrydown Cider goes so well with food. Merrydown Vintage 750ml bottles also benefited from a packaging refresh during the summer and the brand is being supported with high profile consumer PR in consumer lifestyle and food media, as well as sampling, digital and in-store activity.
Debs Carter, Marketing Director – Alcohol at SHS Drinks, says: “Although the poster campaign features Merrydown Medium 6% ABV in 500ml, and this – along with Merrydown Blackcurrant 500ml 4% ABV which was launched in the take home market in the spring – has been instrumental in bringing new momentum to the brand’s performance, the whole Merrydown portfolio has benefited from the umbrella of the support activity.”