Somersby: #TimeOutFromTheBullshit Food & Drink Carlsberg Group United Kingdom
THE BRIEF
Somersby needed a real refresh. We had to radically shift brand perceptions on social by bursting into feeds and building long-term equity. For an audience facing the endless pressures and chaotic contradictions of adult life bullshit, Somersby offers a carefree and joyful escape. Acting as a playful, refreshing antidote, the brand’s goal was to provide a much-needed time-out from the bullshit with fresh, entertaining social-first content.
Our Insight
We needed to radically shift brand perceptions on social, by bursting into the feeds of Gen Z and building long-term equity. In short, we needed to go from product wallpaper to social-first entertainment.
Thankfully, our brand purpose gave us a rich opportunity to entertain: Somersby exists to counter adult life bullshit with carefree joy. The endless pressures, chaotic contradictions, tech-led silliness of being a “proper” adult that make modern life feel absurd. By behaving like the playful refreshing antidote, Somersby wanted to offer a time out from this bullshit.
The idea
Knowing different content will surf the algorithm into different feeds, we created three distinct entertainment franchises that helped Gen Z find humour amidst the “bullshit”. These were all simple enough to cut through the feed, ownable enough to build long-term brand equity, and – crucially – entertaining enough to attract fresh audiences and capture attention.
the EXECUTION
The Squirrels of Somersby Tree used reality TV tropes and meme humour to showcase squirrels navigating the “bullshit” of adult life. Treeside Confessions featured a low-fi interview format, sharing stories of escaping adult life “bullshit”. And, Fruit Gang Reacts contained a repeatable format where Somersby fruits react to real-life “bullshit” with witty commentary.
This multi-franchise approach allowed our feed to keep ticking over with high-frequency scripted Squirrels drops that put the brand top-of-mind, mid-frequency unscripted Confessions content that landed emotional relevance, and reactive riffing on UGC through our Fruit Gang to ensure we were always part of the cultural conversation.
RESULTS
83% Positive sentiment
51.1M Impressions
17.5M Engagements
34% View-Through-Rate
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