Carlsberg UK is planning an on-trade push for its modern Somersby Cider in the run-up to Halloween, using the eccentric character of Lord Somersby (pictured).
Free Halloween-inspired point-of-sale kits will contain branded bunting, posters, drip mats and “pumpkin crowns” – a pumpkin-shaped hat in the style of Lord Somersby which will be available to consumers who buy a pint of the cider.
It will feature the eccentric lord who made his debut in TV ads earlier this year. He has been seen throughout the summer at festivals such as Wireless, Reading and Download (pictured) where he welcomed festival-goers into his high-energy manor house, which featured two bars and a live DJ.
The drip mats will interact with the Blippar mobile phone app, allowing people to take selfies with an “augmented reality” version of the lord in a variety of frightful surroundings. They will be invited to share their spooky shots via social media.
David Scott, director of brands and Insight at Carlsberg UK, said: “Lord Somersby has been exceptionally well-received since we launched him to the UK market at the beginning of this year, and we are confident that he will have no trouble engaging pub-goers again throughout the autumn.
“We know that people enjoy spending time in pubs and bars during Halloween, and this campaign aims to help operators maximise this fantastic opportunity.”