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Somersby Launches 'Time Out from the Bullshit'

Somersby has unveiled an innovative global creative platform called 'Time out from the Bullshit.' This campaign is built on a fundamental truth that resonates with many consumers, particularly young adults, who often feel overwhelmed by the peculiarities of modern life. They express a desire for moments of respite and joy amidst the chaos and confusion.

The essence of this new initiative is to provide a light-hearted escape from the sometimes absurd expectations and realities portrayed on social media. Rather than adhere to conventional notions of tranquility and calm, Somersby's campaign aims to deliver fun, relatable content that offers a humorous take on everyday life experiences. The fully integrated marketing effort, developed by Fold7, will be showcased across various platforms, including television and social media, as well as digital and retail environments. Each medium will highlight examples of modern-day 'bullshit.'

One of the more prominent features of this campaign is a series of satirical films directed by Eoin Glaister. Each film begins in the stranglehold of fictitious content creators. One such creator is an 'AI' life coach who appears to have developed romantic feelings for his digital assistant. The other character is a wellness influencer on TikTok, whose eccentric routines include improvised spiritual practices and outlandish self-care recommendations.

Both of these characters become liberated from their self-imposed digital confinement with the introduction of a new character: Mr. Somersby. He is depicted as a charismatic and laid-back individual, embodying the ethos of this campaign. With his deadpan charisma, Mr. Somersby encourages viewers to take a break from their frenetic digital lives and bask in the vibrant world of Somersby, if only for a fleeting moment, perhaps with a chilled drink in hand.

Laurent Cayet, Global Vice President at the Carlsberg Group, remarked, "Somersby is calling out the bullshit that clutters modern life. With 'Time Out from the Bullshit,' we advocate for a more carefree experience—an opportunity for individuals to switch off the noise, discover their own rhythm, and revel in life with greater joy and freedom."

This campaign not only positions Somersby as a joyful disruptor in a landscape often filled with manufactured perfection but also aligns with its core values of optimism and humor. The visuals are designed to be sharper and bolder, ensuring that Somersby takes an active role in defining cultural trends rather than simply participating in them.

As part of this new direction, Somersby is gearing to launch Somersby Zero. This new offering boldly claims to provide 'Zero alcohol, Zero calories, Zero sugar, and definitely, Zero bullshit.' The campaign rollout will include various advertising methods such as television, video on demand (VOD), display ads, outdoor media, social channels, and point-of-sale promotions, engaging consumers with a rebellious and thought-provoking approach.

Alongside the campaign, a social media entertainment series titled 'Time Out from the Bullshit' has been initiated in collaboration with We Are Social. This interactive platform champions the spirit of playfulness, where Somersby consistently addresses contemporary absurdities through quirky visuals, including animated squirrels and anthropomorphic fruits, all while engaging with the audience through street interviews. The series achieved critical recognition, winning a Lovie Award in 2025, highlighting its innovative approach and relevance in today's digital media landscape.

In summary, Somersby's new campaign embodies the notion of taking a break from the overwhelming and convoluted aspects of modern life, inviting people to indulge in moments of joy and light-heartedness. By marrying humor with relatable content that speaks to a generation craving authenticity, Somersby positions itself as a refreshing alternative amidst a backdrop of 'bullshit.' For further updates, visit Somersby's Instagram.