Appletiser: Real Mum Moments
After two years of sponsoring Ascot as its main marketing asset, and two years of brand growth as a result, Appletiser wanted a standalone brand campaign which brought to life their proposition ”Crown The Moment” and integrated the premium soft drink into the daily lives of women aged 25-44 years – the core audience – in a relatable way around the occasions when they drink Appletiser.
Inspired by the cultural undertone of women rejecting stereotypes as colleagues, friends, partners and parents, our strategic approach was to redefine “moments” from the picture perfect to ‘Real Moments Worth Crowning’. The execution was a digital-led brand campaign where women shared their money can’t buy stories, from the touching to the hilarious. Featuring authentic case studies, we launched Phase 1: “Real Mum Moments” ahead of Mother’s Day in the UK, with three videos of hilarious stories from Sam and Aly busting rose tinted mum moments over a can of Appletiser 250ml (recently launched NPD). This was supported through PR with consumer research, pinpointing age 30 as the moment when Brits turn into their parents. This secured coverage the day the videos went live in Daily Express, Daily Star, Grazia and Metro, plus others. To grow reach, we advertised the videos on YouTube and on Facebook to women 25-44 years old.
After less than a week, we’d reached over 2 million 25-44 year old women in the UK on Facebook, and had over 1 million views of our videos, as well as 218 comments, 874 reactions and 103 shares. Due to our careful advert optimisation, we achieved all of this for less than £0.01 per view (vs industry average £0.08). PR generated 25 pieces of editorial coverage across print, online and radio. We also used the video series to launch a new Appletiser YouTube channel, reaching over 130,000 views on YouTube from women aged 25-44.