To recruit curious consumers to explore the full Somersby's line, the brand partnered with Elmwood Leeds to create the ‘Refreshingly Optimistic’ campaign that features a redesigned brand image and a focus on the 'living tree.' The new design focuses on a "culture of optimism" and attempts to resonate with consumers' desire for shared happiness with friends and family.
Sombersby's new visual identity embodies simplicity and minimalism. The new label boasts different iteration of a 'living tree' -- a concept meant to keep consumers grounded in the moment and be "an uplifting beacon of optimism that encourages people to embrace the lighter side of life." The various expressions of the living tree span across the entire Somersby portfolio, including Somersby Apple, Blackberry, Pear, Elderflower & Lime, Watermelon and Mango & Lime.
Optimistic Cider Redesigns
Somersby Debuted a New Brand Image Via the ‘Refreshingly Optimistic’ Ad
Trend Themes
1. Simplistic Design - Disruptive innovation opportunities lie in creating minimalist and visually appealing branding that resonates with consumers' desire for simplicity.
2. Emotional Branding - By focusing on the concept of 'living tree' as a symbol of optimism, there is potential for disruptive innovation in creating emotional connections with consumers.
3. Shared Experiences - Opportunities for disruptive innovation arise in promoting shared happiness and experiences with friends and family, tapping into consumers' desire for social connections.
Industry Implications
1. Beverage - Disruptive innovation opportunities in the beverage industry can involve reimagining branding and packaging to evoke emotions and engage consumers on a deeper level.
2. Advertising - There are opportunities for disruptive innovation in the advertising industry to create campaigns that focus on positivity and emotional storytelling to connect with consumers.
3. Lifestyle - In the lifestyle industry, disruptive innovation can revolve around creating products and experiences that promote optimism and shared happiness in consumers' lives.