We wanted to launch Tempt Cider in a new and exciting way so we decided to involve trendsetters first. We sent out Tempt bottles to the most trendsetting environments, including magazines and blogs, inviting them to secret masquerades and to a special party at the Copenhagen Fashion Week.

At these parties we had placed ‘Confession Booths’ where guests could put on a mask and tell their secret. The secrets were recorded and went directly on to temptcider.com and Facebook. Here users could discuss, upload and send the secrets to each other. The secrets were also used in the mass communication.

When you read the following numbers, please bear in mind that Denmark have a population of just 5 million people:10,000 people joined the Tempt Cider parties.We had 136,000 page views and more than 50,000 unique visitors at temptcider.com. That’s 400% above industry standards for campaign sites.Tempt Cider gained approximately 21% of the market in less than six months, making Tempt Cider the fastest growing brand in the cider category.

In the same period Somersby’s market share went down from 86 to 37%.