It’s the weekend baby!

I was talking to a friend the other day, who referred to the latest Appletiser campaign as ‘that 5FM promo’… This got me thinking about a few aspects of the Appletiser brand & its campaign…

Appletiser vs. Cliff vs. 5FM

By using a very well known & recognized slogan from Gareth Cliff, who gets more brand exposure & which brand is being built – Appletiser, Cliff or 5FM? The line is already so entrenched with the Gareth Cliff show (& has been for years), that it seems almost impossible to get consumers to now associate it with Appletiser

Limiting usage (whilst launching a bigger pack)

Can be considered a good thing to link the brand to a specific occasion, but by doing so the brand might be tying itself into ‘special occasion’ & soon be in the same predicament as sparkling wine found itself a few years ago? One would think that the brand would rather opt for increased usage seeing as it is now in a bigger pack & therefore can be enjoyed everyday

Plastic not premium

It might still be a perception, but the fact is that consumers still perceive glass to be more premium to plastic

Brand consistency

Think back to the previous Appletiser TV commercial… Sultry blonde female archer walking through a forest shooting apples off trees, which explodes into golden liquid. Now try & bring the old & the new together…

Broader appeal?