A case of mistaken identity sits at the (apple) core of the lighthearted ‘Sweet-ish not Swedish’ campaign for Super Crisp, which has 25% less sugar than the flagship Somersby Apple Cider.

The humour is driven by a simple error – mishearing ‘Sweet-ish’ as ‘Swedish’ in a campaign set to run across cinema, online video, social and outdoor.

The hero film establishes the joke, delivering on the campaign idea that is reinforced and extended across a series of social content, audio and OOH executions.

The spot opens on an idyllic Swedish scene. Cue Vikings enjoying ciders, Swedish dancers in traditional dress wrapping yellow and blue ribbons (Sweden’s national colours) around a tree to a soundtrack of Swedish music and accents. It all comes to an awkward halt when someone off screen asks why everything is in Swedish?

The scene abruptly ends to reveal we are on a film set. The director informs a Somersby client that the reason everything is Swedish is because it’s a Swedish Cider. It’s here that she corrects his mishearing- It’s Sweet- ish, not Swedish. The awkwardness builds as the director realises the weight of his mistake. But it’s too late, the Viking Ship has arrived.

As a Viking helmet is removed from a blue and yellow topped picnic table, the campaign slogan is revealed, accompanied by a Swedish-accented voice over. Somersby is owned by Danish brewer Carlsberg Group and made and sold in Australia by Carlton & United Breweries, with both businesses working closely on this campaign.

Says Liam Hale, brand manager, CUB: “We wanted to create a fun, local campaign to launch Somersby Super Crisp. The sweet-ish wordplay was a great way to bring our product benefit to life, inject humour into the Category and remind Aussies that Somersby is still our largest and most-loved Cider.”

Says Brodie King, creative director, Clemenger BBDO:” Sweet-ish’ 1ater lite som ’svensk’. En enkel observation som hjälpte oss att landa vad Somersby Super Crisp är – genom att prata om vad de inte är. Tack till våra fantastiska kunder på CUB & Carlsberg för förtroendet och det duktiga gänget på The SweetShop för deras hantverk.

Translated: “‘Sweet-ish’ sounds a bit like ‘Swedish’. A simple observation that helped us land what Somersby Super Crisp is – by talking about what it’s not. Thanks to our great clients at CUB & Carlsberg for the trust and the talented gang at The SweetShop for their craft.”

The campaign goes live in time for summer on 19 November.

Client – CUB
General Manager of Marketing: Nicole McMillan
Head of Marketing, CUB Premium Beverages: Hayden Turner
Marketing Manager: Amy Pollock-Hall
Brand Manager: Liam Hale

Carlsberg
VP Marketing: Max Lazarenko
Brand Director: Ana Milicevic
Marketing Manager: Sidsel Marie Lyhne

Creative Agency: Clemenger BBDO
Chief Creative Officer: Jim Curtis
Executive Creative Director: Richard Williams
Creative Director: Brodie King
Senior Copywriter: Tom Vizard
Art Director: Esther Parsons
Art Director: Ben Bryan
Managing Partner: Scott Balalas
Senior Business Director: Ava Hawes
Senior Business Manager: Elyse Paone
Account Executive: Golda Sanchez
Chief Brand Officer: Paul Rees Jones
Strategy Partner: Brigitte Bayard
Senior Producer: Lisa Moro
Senior Print Producer: Matt Gauci
National Traffic Manager: Karen Kushinsky

Production Company: The Sweetshop
Co. Managing Director: Greg Fyson / Edward Pontifex
Director: Max Barden
Production Co. Producer: Allison Lockwood
DOP: Stefan Duscio
Casting Director: Megan D’Arcy (Nick Hamon Casting)
Production Designer: Patrick Bennet
Costumes: Emma Lamp
Post Production House: The Editors
Post Production Producer: Charlotte Griffiths
Offline Editor: Joe Morris
Colourist: Trish Cahill
Online Artist: Eugene Richards
Sound House: Squeak E Clean Studios
Sound Engineer: Rob Stephens
Media Agency: PHD & 1House

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