Spreadshirt Joins the Brothers Cider Family
London, 08 June 2012, Brothers Cider has put Spreadshirt’s customisable t-shirts at the centre of a new Welcome to the Family marketing campaign. Drinkers of the original pear cider are invited to announce their official family status, on a t-shirt created by them using Spreadshirt’s multi-channel, print-on-demand technology.
Fans can visit http://www.brotherscider.co.uk/fun-stuff/welcome-to-the-family and create their own bespoke Brothers T-shirt which can be purchased through an online store (enabled by Spreadshirt via Facebook) and worn whilst drinking Brothers Cider. Slogans already include Brothers Official Mad Aunt, Science Nerd, Taster and Ginger.
Spreadshirt’s API is enabling the Brothers Cider campaign to integrate the areas where it engages with its advocates, namely, online, on TV and in the bar. A 30 seconds TV commercial will run across various digital networks from 1st June and will direct viewers to ‘Join the Family’ on the Brothers website.
“Summer is the perfect time for getting together to share a chilled drink with family and friends wearing your favourite t-shirts,” states Cheryl Sheppard, Consumer Marketing Manager, at Brothers Cider. “At Brothers we believe our consumers are part of our family. The Spreadshirt offering is enabling us to engage with our brand advocates and for them to tell us in a fun and creative way what kind of family member they are!”
Philip Rooke, CEO at Spreadshirt, said “Brothers Cider’s new campaign shows how merchandising works at the heart of a marketing strategy. For drinks brands in particular, customisable clothing means the message is more likely to be seen in places traditional campaigns can find it hard to reach, such as the pub or at festivals.” He explained, “By allowing a level of customisation, brands can turn customers into advocates, who take pride in and wear a t-shirt they’ve had a hand in creating. We want to encourage brands to enable their advocates to bring the message to life on clothing.”
The Spreadshirt platform provides multiple channels to bring customers’ ideas to life on clothing. These channels include 3rd party e-commerce marketplaces like Amazon, white label and social media shops, and countless other applications using Spreadshirt’s API. The company’s print-on-demand technology also offers brands, such as Brothers Cider, various levels of customisation so they can choose an item of clothing and invite brand advocates to add text or image. Brand advocates can then adapt or add to the design, or just choose their own size, colour or style of clothing.
About Brothers Drinks Co. Limited
Brothers Drinks Co. Limited was started in 1992 by four Showering brothers whose family have been making perry in Somerset since 1658 and whose grandparents enjoyed great success with Babycham from the 1950s. It is based in Shepton Mallet, Somerset and employs 85 people.
In 1995 Michael Eavis offered the Brothers space for a bar at the Glastonbury Festival, near the Jazz World Stage, but with sales restricted to Perry based drinks. When the offer of Perry was met with little consumer understanding the Brothers would describe it as “ like cider but made from Pears” and after repeating this tens of thousands of times the short hand Pear Cider was introduced and understood for the first time in the UK.
Brothers Drinks are also a leading supplier of contract manufacturing and bottling services, with annual output of 140 million bottles and with over 1.5 billion bottles produced over the last 15 years.
For further press information please contact:
Cheryl Sheppard, Consumer Marketing Manager
T: 01749 333453 M: 07833 298671 E: cheryl@brothersdrinks.co.uk or visit www.brotherscider.co.uk
www.facebook.com/brotherscider
@brotherscider