The Great British Summer

The weather can't be relied upon but the UK is a great place to spend your summer. Many big brands would agree with this statement, piggy back riding on our quintessentially British summer to promote many of their products. They have realised that events taking place on this island during the summer period are unique and you just wouldn't find them anywhere else in the world…

Diet Coke created a brilliant advert to capture the essence of the summer, focusing on the topical Wimbledon. The advert is more British than a cup of tea and captures the British audience's imagination. Produced in 1996, you now think of Diet Coke as in, take a Diet Coke break, with a gorgeous hunk somewhere in the background.

This campaign, as with many other summer adverts, was focused on creating an association with the summer, that summer feeling and the lifestyle that comes along with this. Linking up with a high profile sporting event generates more awareness and recognition.

More recently Buxton has followed this trend. Water is a difficult product to promote, as at the end of the day water is water. Buxton this year has built a brand identity based around being typically British. The caption states, 'a taste of pure Britain' - this is key to focusing on the patriotic side of us British and has proved very successful for the brand this summer, with sales increasing.

"Seasons" has become inextricably linked to the Bulmers brand and is proving to be one of their most successful campaigns. The Summer Ad campaign captures the essence of the brand, merging the fresh natural images of the orchard with the refreshment of Bulmers Cider.

Certain businesses choose to advertise when their target audiences are most likely to buy their product or service. Sometimes this can be seasonal, like Bulmers. However, if this is the case, businesses still need to focus their attention on quieter times and not just relying on busier times to see them through.

So back to our British summer, and when talking about this you can't have a more topical conversation than the weather! As ever, rain had an impact on Wimbledon and I am often asking around the office for an umbrella so I don't get soaked when I go outside. Enjoy!!

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