Gaymers Cider
The brief
The brief was to connect the target audience of 18 – 35 year olds with the brand in a credible and motivating way, introducing them to the great taste of Gaymers Original. The objectives were to drive trial, increase awareness and communicate the brand personality in a way that engages consumers.
The activity
We felt that music was the perfect platform for Gaymers to connect with their target audience. Oceans Events created the Rockaoke concept and designed and built the Gaymers Cider Garden Experience which was showcased at all the major music festivals in 2008 & 2009. Two years on and it has become an iconic Brand Experience on the festival scene, a real destination for festival-goers. We also brokered powerful music associations on behalf of Gaymers with some of the UK’s biggest promoters, which as a result has given the brand huge credibility and exclusivity at the events.
Key achievements
- Over 2 million consumers have been reached
- Over 1.5 million drinks (PET & pints) have been served
- 5 brand experiences
- 2 stage sponsorships
- 2 stage sponsorships
- £2 million of media value delivered
The brand experience activity at festivals has increased awareness of Gaymers Cider ten-fold and it is now the second best selling cider in the on-trade.