Carlsberg has launched a GBP10m (US$15.1m) marketing campaign in the UK for its cider brand Somersby.

The campaign includes a TV spot, which aired last night during England's World Cup qualifier with Montenegro, that targets the key football market, Carlsberg said yesterday (26 March). Activities also include support for the on-trade and off-trade, PR, social media activity and online video content, Carlsberg said.

Somersby launched in the UK off-trade in July, and is being rolled out across the on-trade throughout this month.