As a fun and quirky brand, Somersby wanted to send an unexpected invite that would generate the media and partners’ interest to attend the launch. As the launch of any event is of utmost importance, it was vital to get a good turnout of important guests.

This idea reflected Somersby Apple Cider’s unique personality, which is a brand that is fun and quirky. The brand continued the tradition of giving mandarin oranges, but did it with a twist, pleasantly surprising their partners when they discovered apples inside instead. This allowed Somersby Apple Cider to stand out from the generic festive hamper -cluttered season, further reinforcing the brand’s uniqueness.

The direct mailer invitation sent to the media and partners resulted in 82% turnout at the launch.

The media’s involvement generated PR value worth RM38,659.18

Helped ‘Books For Cider’ get RM34,890 worth of books for the underprivileged.

The ‘Books For Cider’ campaign captured public attention and participation.