Video case study: Carlsberg spoofs Apple store hype in Cider ad

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Swapping electronic Apples for edible ones, this commercial from Carlsberg brand Somersby Cider has become a YouTube hit, racking up over 1 million views within a week and plenty of social media shares via a Facebook link. The company said the ad aimed to reflect Somersby's real apple credentials and a more balanced taste that will appeal to both men and women, who are equally represented in the ad.

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Brand: Carlsberg | Sector: FMCG, Alcohol, Beverages | Country: UK | Agency: Fold 7 | Objective: Build brand enagagement, drive sales | Format: Video, YouTube, TV

The ad created by agency Fold7, London pokes fun at Apple product launches, starting with excited fans and the cheering and high fiving of customers as they enter the store.

The “The Somersby Store” ad takes places in a store that is designed just like Apple Stores, complete with Geniuses wowing customers with the features of Somersby Cider, using puns that reference the technology the ad is spoofing, including “dual-core,” “in-to-face” (interface), “16-pit” and “32-pit” options, and more.

The Cider Geniuses even explain how to dock the glass of cider and let you know you’ve “downloaded” after taking a sip.

The closing line of the ad is just the cherry on top of this punny commercial: “And it works perfectly in direct sunlight.”

The video links to the company's Facebook page.

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