Live brand experience gets musical for Gaymer's

Date: 18/05/2010

Gaymer's Cider is turning to live brand experiences for its latest marketing campaign, announcing that it will use festivals as a platform to promote the brand through music events this summer.

The Lost in the Orchard campaign aims to highlight Gaymer's' links with heritage, cider and the West Country by hosting bands at Glastonbury and Reading this year, FoodBev.com reports.

Brand manager Rhodri Williams told the website: "The live proposition is designed to give consumers a memorable brand experience, linking the product via an online music quiz and bands playing in the Orchard area."

The live communication campaign will be complemented with a two-for-one deal on multipacks in June and the chance to win tickets for music events, Mr Williams went on to say.

Gaymer's used a £4 million consumer campaign in 2007 to completely redesign its packaging and branding, in response to a resurgence in the popularity of cider.

Written by Peter Chad.
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