Somersby, the cider brand owned by Carlsberg, is launching a new social-first campaign which takes aim at ‘adult bullshit’.

The campaign, created by We Are Social, is rooted in social-first entertainment and includes a range of new formats starring Squirrels. 

The new formats, which are aimed at attracting new consumers, include ‘The Squirrels of Somersby Tree’, a scripted micro-drama and video meme series starring squirrels who throw shade on the bullshit of adult life.

While Somersby Treeside Confessions is a distinctive social interview format hosted by @megantthorne that asks the public to confess how they creatively escape the bullshit while hugging a tree. 

‘Somersby Fruits’ features a character for each of the brand’s fruity flavours, using the eyes and mouth filter to enable the Squirrels to react to UGC, news, and cultural moments.

In addition, the campaign includes trend focused product shots which seamlessly blend the entertainment series with the new branding. 

The campaign is now live on Somersby’s global Instagram channel (@somersby), as part of the brand's social media relaunch. According to We Are Social, engagement rates are nearly double alcohol category benchmarks. Strategic paid media by Dentsu will also run in key markets. 

We Are Social was appointed as the Carlsberg Group's global social media agency in 2024. The agency handles the group’s global social-first strategy, creative campaign and content production.

Maria Henriques, Global Marketing Manager at Somersby, explained: “We set out to entertain and to flip the script on how Somersby shows up in social. We Are Social helped us create a content approach that doesn’t just follow trends, it contributes to them and generates conversations - making Somersby feel like a real part of Gen Z’s world, not a guest in it. It’s not about pushing product, it’s about building belonging, and that’s where the real magic is happening, thanks to the brilliant team involved.”

Kenneth Moore, Group Creative Director at We Are Social, added: “We’re excited to be helping Somersby get more playful on social. These original but simple formats are designed to wear in over time vs campaigns that can wear out. Each series is devised to entertain, hack the algo, get fresh eyes on Somersby, and drive a deeper brand love across social.”