Impero Wins Aspall Cyder Brand Work

Aspall Cyder - the number one super premium cider brand in GB* owned by Molson Coors Beverage Company, has appointed independent creative agency, Impero to handle its advertising account. 

Aspall Cyder is a 300-year-old brand, which has been pioneering a better class of Cyder on the same site in Suffolk since it first launched in 1728. Characterised by a range of cyders to suit all occasions, from light and crisp varieties, to rich and full-bodied. It became part of the Molson Coors portfolio in 2018.

The brief is to attract a new, younger tribe of drinkers to the brand as it builds on the next chapter of the Aspall brand story and aims to lead the revival of the cider category. The pitch process was handled by Ingenuity.

Impero, which has extensive experience of creating stand-out campaigns for alcohol brands, is tasked with developing a new advertising strategy and creative work for Aspall Cyder, which will launch in summer 2025. The agency will develop a new Aspall brand campaign with an eye to boosting consideration among younger consumers

Stuart Ayre, marketing controller at Molson Coors Beverage Company, said, “Impero’s energy and dedication to getting under the skin of the brand were impressive. They took a provocative approach to the brand, evaluating the campaign and the choices we needed to make. We are excited about the new creative direction and are confident it will meet the challenges facing both the brand and the cider category.”

Emily Winterbourne, managing director at Impero, said, “Summer means cider to many of us and we are looking forward to doing what Impero does best, and recruiting a new tribe of enthusiasts to the brand. We can’t wait to get stuck into the work with our new client partners, and take this incredible brand into the next chapter in its history”.

* Circana GB Off Trade 52 w/e 23-Mar-24; CGA data w/e 23-Mar-24