Brothers Cider picks Slam

Glastonbury Festival favourite Brothers Cider has handed Weber Shandwick's youth division Slam an account believed to be worth almost £150,000.

PR activity will focus on promoting the independently owned brand’s non-corporate image and its links with music festivals, positioning it as the ‘Ben & Jerry’s of cider’.

The company is seeking to exploit the vogue for cider triggered by the success of ‘premium’ brands such as C&C Group-owned Magners.

Brothers hired Richmond Towers Communications last spring for an eight-month project (PRWeek, 17 March 2006).

But Richmond Towers was not one of three undis­closed agencies that pitched against WS/Slam.

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