Aspall Cyder

Fact: Aspall is different to other ciders. The way it's made is closer to a champagne, creating a highly carbonated and light, refreshing taste.

Insight: A typical cider drinker wouldn't like Aspall

The idea behind this campaign was that cider has a negative reputation. Often associated with being drunk by middle-aged men on park benches and in sticky, gloomy pubs, people drink cider because it's cheap and strong for the price.

Aspall is not that kind of cider.  In fact, it's not cider at all, it's Cyder. Using Cyder, typically being a more traditional term for the drink , to describe Aspall creates a separation between the brand and its competitors. They are different, in the way their drinks are made and the way they present themselves.  

Therefore, a normal cider drinker who is expecting the classic bitter and dry taste of cider  would not like Aspall Cyder, which is quite the opposite in flavor. The way it's made is closer to a champagne, creating a highly carbonated and light, refreshing taste. The taste of  Aspall reflects a brighter, more joyful environment of picnics in the park and mid summer BBQ s.