Following the breaking of brewery ties on cider distribution, branding and segmentation became crucial in this market. Analysis showed cider was a generic order ? differentiation was low. Objective: build Copperhead as a major draught brand. Target market: modern, urban ('lager lads') drinkers who rejected 'traditional' ciders. Media: TV, supported by cinema. Results: successful share growth shown in launch areas (Yorks and Tyne Tees). Brand perceptions were reinforced in these areas, consistent with outlets.