Carlsberg may have been a late entrant to the booming UK cider market in 2012, but this year Britton made up for it with a smart launch campaign. In a break from the category norm, which tends to favour provenance or good times, the Somersby work spoofed to good effect the frenzy surrounding Apple product launch days.
In common with the rest of the market, Carlsberg UK’s beer sales have declined; however, this year Britton has been able to lean on "Join the ride", the global campaign to support the Carlsberg lager brand’s position as Official Beer of English football’s Premier League.