Observed Signal · Jun 18, 2026 · Campaign Launch · Source: The Drum · Impact: 1/5 · Sentiment: Neutral
Somersby launches 'Time Out From The Bullshit' campaign
Somersby, the Carlsberg-owned cider brand, has launched a global creative platform called 'Time Out From The Bullshit' developed with agency Fold7. The integrated rollout opens with two satirical films directed by Eoin Glaister that lampoon AI life coaches and wellness creators, and introduces a laid-back brand character, Mr Somersby. Laurent Cayet, global vice-president at Carlsberg Group, framed the platform as an invitation to switch off digital noise and enjoy more carefree moments. The campaign will run across TV, VOD, display, outdoor, social and point-of-sale channels, and extends into a social-entertainment series produced with We Are Social featuring comedic elements like talking fruit and street interviews. The article was published by The Drum on 2026-06-18.
Brand creative/campaign launch for an FMCG; notable for creative positioning and cross-channel rollout but limited direct impact on AdTech infrastructure or market dynamics.
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Key Takeaways & Evidence Grounding
- Somersby is owned by Carlsberg Group.
- New global campaign platform: 'Time Out From The Bullshit'.
- Campaign developed by agency Fold7 and directed by Eoin Glaister.
- Media plan includes TV, VOD, display, outdoor, social and point-of-sale.
- Social-entertainment extension produced with We Are Social featuring characters and street interviews.
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