{"id":26479,"date":"2023-11-27T10:49:13","date_gmt":"2023-11-27T18:49:13","guid":{"rendered":"https:\/\/presskitchen.com\/?p=26479"},"modified":"2026-01-28T09:50:15","modified_gmt":"2026-01-28T09:50:15","slug":"its-sweet-ish-not-swedish-for-somersby-super-crisp-cider","status":"publish","type":"post","link":"https:\/\/demo.techsystintel.com\/press_kitchen_dev\/its-sweet-ish-not-swedish-for-somersby-super-crisp-cider\/","title":{"rendered":"It&#8217;s \u2018Sweet-ish Not Swedish\u2019 In New Campaign For Somersby Super Crisp Cider with Music by Squeak E. Clean Studios via Campaign Brief"},"content":{"rendered":"<h2>What do a couple of Vikings and a semi-sweet apple cider have in common? More than they should in a new campaign for Somersby Super Crisp via Clemenger BBDO.<\/h2>\n<p><iframe title=\"HERO_Somersby Super Crisp - Sweet-ish not Swedish\" src=\"https:\/\/player.vimeo.com\/video\/885499381?width=840&#038;height=1000&#038;discover=1?dnt=1&amp;app_id=122963\" width=\"840\" height=\"473\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture; clipboard-write; encrypted-media; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\"><\/iframe><\/p>\n<div class=\"wrap-copy\">\n<p>A case of mistaken identity sits at the (apple) core of the lighthearted \u2018Sweet-ish not Swedish\u2019 campaign for Super Crisp, which has 25% less sugar than the flagship Somersby Apple Cider.<\/p>\n<p>The humour is driven by a simple error \u2013 mishearing \u2018Sweet-ish\u2019 as \u2018Swedish\u2019 in a campaign set to run across cinema, online video, social and outdoor.<\/p>\n<p>The hero film establishes the joke, delivering on the campaign idea that is reinforced and extended across a series of social content, audio and OOH executions.<\/p>\n<p>The spot opens on an idyllic Swedish scene. Cue Vikings enjoying ciders, Swedish dancers in traditional dress wrapping yellow and blue ribbons (Sweden\u2019s national colours) around a tree to a soundtrack of Swedish music and accents. It all comes to an awkward halt when someone off screen asks why everything is in Swedish?<\/p>\n<\/div>\n<div class=\"wrap-images\"><img decoding=\"async\" src=\"https:\/\/asset-cdn.campaignbrief.com\/wp-content\/uploads\/2023\/11\/21092514\/Screen-Shot-2023-11-21-at-6.23.23-am.jpg\" alt=\"It\u2019s \u2018Sweet-ish not Swedish\u2019 in new campaign for Somersby Super Crisp Cider via Clemenger BBDO\" \/><\/div>\n<div class=\"wrap-copy\">\n<p>The scene abruptly ends to reveal we are on a film set. The director informs a Somersby client that the reason everything is Swedish is because it\u2019s a Swedish Cider. It\u2019s here that she corrects his mishearing- It\u2019s Sweet- ish, not Swedish. The awkwardness builds as the director realises the weight of his mistake. But it\u2019s too late, the Viking Ship has arrived.<\/p>\n<p>As a Viking helmet is removed from a blue and yellow topped picnic table, the campaign slogan is revealed, accompanied by a Swedish-accented voice over. Somersby is owned by Danish brewer Carlsberg Group and made and sold in Australia by Carlton &amp; United Breweries, with both businesses working closely on this campaign.<\/p>\n<p>Says Liam Hale, brand manager, CUB: \u201cWe wanted to create a fun, local campaign to launch Somersby Super Crisp. The sweet-ish wordplay was a great way to bring our product benefit to life, inject humour into the Category and remind Aussies that Somersby is still our largest and most-loved Cider.\u201d<\/p>\n<\/div>\n<div class=\"wrap-images\"><img decoding=\"async\" src=\"https:\/\/asset-cdn.campaignbrief.com\/wp-content\/uploads\/2023\/11\/21092541\/Screen-Shot-2023-11-21-at-6.23.57-am.jpg\" alt=\"It\u2019s \u2018Sweet-ish not Swedish\u2019 in new campaign for Somersby Super Crisp Cider via Clemenger BBDO\" \/><\/div>\n<div class=\"wrap-copy\">\n<p>Says Brodie King, creative director, Clemenger BBDO:\u201d Sweet-ish\u2019 1ater lite som \u2019svensk\u2019. En enkel observation som hja\u0308lpte oss att landa vad Somersby Super Crisp a\u0308r \u2013 genom att prata om vad de inte a\u0308r. Tack till va\u030ara fantastiska kunder pa\u030a CUB &amp; Carlsberg fo\u0308r fo\u0308rtroendet och det duktiga ga\u0308nget pa\u030a The SweetShop fo\u0308r deras hantverk.<\/p>\n<p>Translated: \u201c\u2018Sweet-ish\u2019 sounds a bit like \u2018Swedish\u2019. A simple observation that helped us land what Somersby Super Crisp is \u2013 by talking about what it\u2019s not. Thanks to our great clients at CUB &amp; Carlsberg for the trust and the talented gang at The SweetShop for their craft.\u201d<\/p>\n<p>The campaign goes live in time for summer on 19 November.<\/p>\n<\/div>\n<div class=\"wrap-images\"><img decoding=\"async\" src=\"https:\/\/asset-cdn.campaignbrief.com\/wp-content\/uploads\/2023\/11\/21095548\/Somersby_OOH_Portrait_ICe-Fishing.jpg\" alt=\"It\u2019s \u2018Sweet-ish not Swedish\u2019 in new campaign for Somersby Super Crisp Cider via Clemenger BBDO\" \/><img decoding=\"async\" src=\"https:\/\/asset-cdn.campaignbrief.com\/wp-content\/uploads\/2023\/11\/21095617\/Somersby_OOH_Portrait_Stockholm.jpg\" alt=\"It\u2019s \u2018Sweet-ish not Swedish\u2019 in new campaign for Somersby Super Crisp Cider via Clemenger BBDO\" \/><\/div>\n<div class=\"wrap-copy\">\n<p><em>Client \u2013 CUB<\/em><br \/>\n<em>General Manager of Marketing: Nicole McMillan<\/em><br \/>\n<em>Head of Marketing, CUB Premium Beverages: Hayden Turner<\/em><br \/>\n<em>Marketing Manager: Amy Pollock-Hall<\/em><br \/>\n<em>Brand Manager: Liam Hale<\/em><\/p>\n<p><em>Carlsberg<\/em><br \/>\n<em>VP Marketing: Max Lazarenko<\/em><br \/>\n<em>Brand Director: Ana Milicevic<\/em><br \/>\n<em>Marketing Manager: Sidsel Marie Lyhne<\/em><\/p>\n<p><em>Creative Agency: Clemenger BBDO<\/em><br \/>\n<em>Chief Creative Officer: Jim Curtis<\/em><br \/>\n<em>Executive Creative Director: Richard Williams<\/em><br \/>\n<em>Creative Director: Brodie King<\/em><br \/>\n<em>Senior Copywriter: Tom Vizard<\/em><br \/>\n<em>Art Director: Esther Parsons<\/em><br \/>\n<em>Art Director: Ben Bryan<\/em><br \/>\n<em>Managing Partner: Scott Balalas<\/em><br \/>\n<em>Senior Business Director: Ava Hawes<\/em><br \/>\n<em>Senior Business Manager: Elyse Paone<\/em><br \/>\n<em>Account Executive: Golda Sanchez<\/em><br \/>\n<em>Chief Brand Officer: Paul Rees Jones<\/em><br \/>\n<em>Strategy Partner: Brigitte Bayard<\/em><br \/>\n<em>Senior Producer: Lisa Moro<\/em><br \/>\n<em>Senior Print Producer: Matt Gauci<\/em><br \/>\n<em>National Traffic Manager: Karen Kushinsky<\/em><\/p>\n<p><em>Production Company: The Sweetshop<\/em><br \/>\n<em>Co. Managing Director: Greg Fyson \/ Edward Pontifex<\/em><br \/>\n<em>Director: Max Barden<\/em><br \/>\n<em>Production Co. Producer: Allison Lockwood<\/em><br \/>\n<em>DOP: Stefan Duscio<\/em><br \/>\n<em>Casting Director: Megan D\u2019Arcy (Nick Hamon Casting)<\/em><br \/>\n<em>Production Designer: Patrick Bennet<\/em><br \/>\n<em>Costumes: Emma Lamp<\/em><br \/>\n<em>Post Production House: The Editors<\/em><br \/>\n<em>Post Production Producer: Charlotte Griffiths<\/em><br \/>\n<em>Offline Editor: Joe Morris<\/em><br \/>\n<em>Colourist: Trish Cahill<\/em><br \/>\n<em>Online Artist: Eugene Richards<\/em><br \/>\n<em>Sound House: Squeak E Clean Studios<\/em><br \/>\n<em>Sound Engineer: Rob Stephens<\/em><br \/>\n<em>Media Agency: PHD &amp; 1House<\/em><\/p>\n<p>Click <a href=\"https:\/\/campaignbrief.com\/its-sweet-ish-not-swedish-in-new-campaign-for-somersby-super-crisp-cider-via-clemenger-bbdo\/\">HERE<\/a> to read the original article.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>What do a couple of Vikings and a semi-sweet apple cider have in common? More than they should in a new campaign for Somersby Super Crisp via Clemenger BBDO. https:\/\/vimeo.com\/885499381 A case of mistaken identity&#8230;<\/p>\n","protected":false},"author":2,"featured_media":26480,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2376,211,217,218,234,250,268,270,273,278],"tags":[276,297,2375,3613,3615,3982,3983,248,249,259,260,261,262,263,269,271],"class_list":["post-26479","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-squeak-e-clean-studios","category-fresh-news","category-ads","category-advertising","category-production","category-audio","category-music","category-music-sound-design","category-news","category-spots","tag-sound-design","tag-production-2","tag-squeak-e-clean-studios","tag-audio-and-sound","tag-music-and-sound-design","tag-audio-mixing","tag-sound-house","tag-ad","tag-advertising","tag-campaign","tag-comedy","tag-commercial","tag-commercials","tag-creativity","tag-music-2","tag-music-and-sound"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>It&#039;s \u2018Sweet-ish Not Swedish\u2019 In New Campaign For Somersby Super Crisp Cider with Music by Squeak E. 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