‘It’s Sweet-ish not Swedish’: Clemenger BBDO’s cheeky new campaign for Somersby Super Crisp

Clemenger BBDO has launched a new campaign for Carlton & United Breweries’ (CUB) Somersby Super Crisp, playing on a comical misinterpretation. 

The spot starts with an “idyllic” Swedish scene with traditional dress, music and colours before it awkwardly comes to a halt when someone asks, “Why is everything Swedish?”

The director – who mistook ‘Sweet-ish’ for ‘Swedish’ – stares awkwardly, realising his mistake.

Liam Hale, CUB brand manager, said: “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.”

Clemenger BBDO’s creative director, Brodie King, added: “‘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 their trust and our talented production partners for their craft.”

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.

The campaign is rolling out across TV, cinema, online video, social, OOH and audio.


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

VP marketing: Max Lazarenko
Brand director: Ana Milicevic
Marketing manager: Sidsel Marie Lyhne

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: SqueakE Clean Studios
Sound engineer: Rob Stephens

Media agency: PHD & 1House


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