Meet Isaac launched Somersby’s new Mango & Lime cider with an integrated campaign that connected TikTok-first storytelling with a live GastroBeats activation. 

Challenge

Somersby needed to launch its Mango & Lime variant with more than product awareness. The brief was a launch platform that could build excitement, drive cultural relevance and create memorable experiences across digital and physical touchpoints.

Insight

For younger drinkers, a drink is part of how they socialise and express themselves, and the content they engage with feels authentic and entertaining, not polished advertising. We saw a chance to position Somersby as an escape from everyday adulthood, celebrating carefree, spontaneous moments in line with its “No Bullshit” brand DNA.

Approach

Meet Isaac built an integrated launch ecosystem around the idea “Unleash the Zest. Feel the Blast.” We anchored it physically with the Somersby GastroBeats activation, an immersive brand destination with a signature consumption ritual designed for participation and organic sharing, then extended it into a TikTok-first content ecosystem that wove the brand naturally into humour-led, everyday moments, supported by creator teasers, event coverage and lifestyle reels before, during and after the event.

Outcome

The campaign reached younger audiences through entertaining, social-first content and the buzz around Somersby’s Korean ambassador, driving excitement for the new Mango & Lime launch.