Fold7 scoops Somersby brief as Carlsberg appoints Santo

Carlsberg has appointed Fold7 to handle the £10 million ad business for Somersby cider, as it moves the global account for Carlsberg beer to Santo.

Somersby: plans high-profile TV, press and outdoor campaign
Somersby: plans high-profile TV, press and outdoor campaign

Somersby, which launched in July last year, is understood to have appointed Fold7 after a competitive pitch against Team Saatchi.

The news comes as Carlsberg, which has worked with Fold7 on the advertising for the beer brand, moves the account into Santo.

Fold7 will create Somersby’s first high-profile campaign, which will launch across TV, press and outdoor.

Richard Barnes, the senior group marketing manager at Carlsberg, said: "The UK is a discerning market and, to successfully launch Somersby and carve a niche for the brand, we were looking for sophisticated creative with a characteristically British sense of humour.

"Fold7 pitched a winning idea and I’m looking forward to seeing it go into production and on to launch in March."

Somersby is Carlsberg’s first foray into the UK cider market and launched with a sampling campaign.

It competes against the market leader, the Heineken-owned Strongbow, along with newer entrants such as Anheuser-Busch InBev’s Stella Artois Cidre, in the increasingly popular cider market.

The Fold7 founding partner and creative director, Ryan Newey, said: "With a surging market for cider, Somersby will present a real challenge to the established brands. It’s 99.4 per cent apple and has no artificial flavouring, so this will be real refreshment. These credentials will live at the heart of our creative idea."


Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).