In the UK beverages market there has been a change in consumer tastes; this has been instrumental in driving the growth of the cider market. In 2011 Stella Artois entered the UK cider market, this was part of the brand's diversification strategy. As a result of their strategy, the brand was able to gain a 16.8% share of off-trade premium cider volume in the UK (according to Nielsen).
Although Stella Artois' performance has proved to be positive there is still a lack of awareness of the Belgian cider (or cidre). Mother (not my mother, but an advertising agency) have confronted this problem by creating the Cidre 'Cidre Duet' campaign. The advert is presented as a public service announcement. Through strongly highlighting the name 'Cidre' it puts the intrinsic differentiation of the product at the forefront. I also think that this early establishment of the name gives the product its own signature whilst projecting its unique selling point and heritage.
The 80s French film aesthetic and alpha male undertones give an indication of its target group; which consists of affluent GQ magazine type men between the ages of 18 to 34. The numerous images of affluence feed into the product's significance and perceived quality. On some of the outdoor billboards it reads, 'Pour into a chalice, not a glass.' This further stresses the significance of the product by instructing consumers on how the product should be perceived and consumed. I also think this advert effortlessly presents the product as something that is exotic and fashionable.
Now the audiences of drinkers have been made aware of the 'Cidre.' Let's hope that after a few drinks they still remember it.
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