Carlsberg's latest TV ad for Somersby cider urges consumers to take a “friendsie”, a group version of a selfie.

The commercial, part of a new marketing campaign around the brand, features the character Lord Somersby and encourages people to “socialise in person”, Carlsberg said today (25 June). It will roll out in 20 countries alongside social media support and point of purchase in on- and off-trade.

Anne Brøndsted Nielsen, global marketing manager for Somersby, said she has high hopes for the ad.

“A great spin-off of this Somersby campaign could be that 2013, a year known as one of self-promotion (via the selfie), is followed by a year renowned for togetherness,” Nielsen said. “Imagine if friendsie was even declared word of the year in 2014.”

Somersby was a star performer in Carlberg's Q1 results, released last month, with sales leaping by 85%. 

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