Gaymers Cider is relaunching its brand and adding two flavours to the existing core apple and pear range, Gaymers Pear Cider with Raspberry flavour and Gaymers Pear Cider with Cherry & Apple flavour.
The relaunch of the popular cider is set to secure Gaymers’ position as a modern fruit cider in the growing flavoured cider segment, the company claims.
The range features new packaging to strengthen the product’s appeal to Gaymers’ target audience, for consumption at ‘up-tempo social occasions’.
The new flavours and bottle designs will launch in June 2012 and will be available in both the on-trade and off-trade across the UK.
The relaunch uses the strapline ‘Live it Louder with Flavour’ to encourage trial with a campaign that is supported through-the-line with festival sponsorship, an integrated digital strategy, PR and heavyweight below the line activity.
Victoria Walker, marketing manager for Gaymers Cider, said: “Following extensive research and trial we are really pleased with the results and are very excited about the rebrand and delicious new flavours. We believe it brings to life the personality of the brand whilst maintaining Gaymers’ distinct heritage and quality taste.
“We are excited about the journey ahead and are looking forward to consumers and fans joining Gaymers to ‘Live it Louder’ with flavour, music and of course festivals.”