STELLA YEW
SENIOR BRAND MANAGER CARLSBERG MALAYSIA
How is the company coping in the current economic climate without compromising its brand presence?
Somersby is the world’s fastest growing cider brand and was introduced in Malaysia to tap into a new generation of drinkers who love and seek out new social experiences.
By introducing a variety of new flavours and themed activations, we are seeing good brand recall and preference among consumers.
Should brands be packaged differently, not only demographically but emotionally?
Somersby’s Sparkling Rosé variant was introduced to attract female wine-drinking consumers.
We went one step further with a campaign that dedicated this rosé cider to ladies by pampering them with pink moments on a night out, after a workout at the gym, and at nail spas and hair salons that transformed ordinary occasions into emotionally memorable ones.
what is the most significant aspect of creating powerful, effective branding?
With Somersby, we aim to let consumers own their own positive brand experiences.
Through campaigns such as Somersby Ciderland,
#ThatWeekendFeeling, #MagicMoments #SomersbyPinkMoments, and
consumers are immersed in the essence of the brand itself and make their experiences uniquely theirs.
In an increasingly transparent world, how can brands strengthen their brand equity? Consumers are increasingly discerning in the brands they support and the lifestyle choices they make.
Somersby is crafted with the best natural ingredients with a taste profile made for consumers’ preferences, and coupled with the powerful brand experiences we offer, makes it the No.1 brand of cider in Malaysia.
what makes a brand memorable given the short attention span and all sort of content screaming at customers?
Somersby’s position as the top cider brand can be attributed to having our ear on the ground and upping the ante with refreshing brand experiences relevant to our consumers.
On top of that, our constant innovation gives Somersby the edge as consumers can always look to the brand for something new.