Apple fanboys are a breed we’ve gotten quite used to in our Apple-dominated smartphone society. Many mobile competitors mock these brand junkies when advertising new products, but this is the first time I’ve seen it in a different industry.
The commercial comes from Somersby Cider, a faction of Danish brewing company, Carlsberg, and I have to say, they did a pretty great job with it. They’re advertising apple cider, so the wordplay makes it obvious off the bat, but they do a stellar job drawing parallels throughout.
From lines of people waiting outside on launch day, to comparing the 16-pit and 32-pit, single core and dual core, to showcasing the cider’s wireless capabilities, one employee at the Somersby store says the cider is “full of great content and easy to use.” Another employee states that the cider “works in your normal docking system,” resting the beer in her hand.
Most importantly, the cider “works perfectly in direct sunlight.” As they highlight that last feature, we see a group of friends cheersing their cider and drinking in a park on a sunny day. Check it out:
This commercial resonates with viewers because most everyone is familiar with the Apple brand and its cult-like following. People recognize and identify with Apple, and Somersby is using that connection to reach a larger audience. It’s smart, it’s funny, and most importantly, it’s memorable. From an advertising standpoint, I give Somersby an A. Still not sure about taste. Any thoughts on that?