Strongbow ditches historic branding with ad espousing ‘everyday greatness’
£20m campaign marks a ‘new era’ for the cider brand, according to its marketing boss.
A new ad campaign for Strongbow looks to achieve wider awareness of its recent rebrand among the public.
Launching during the first episode of the new series of ITV’s Love Island, the first film features Strongbow’s new branding, which ditches its traditional black-and-gold coloring for the first time since 1960.
The TV spot begins with a shot of a four-pack of Strongbow Dark Fruit being carried to a house party by a reveler wearing a novelty avocado costume. After entering the party, the partygoer is joined by three people in a sardine tin drinking Strongbow Original plus a unique take on a ‘gingerbread man’.
The ad, by creative agency Otherway, will also be shown during Gogglebox and the Europa League final, as well as many other slots across TV and VOD.
Strongbow is owned and operated by Heineken UK Cider. Its marketing director, Rachel Holms, said: “We are so excited to debut this advert, which forms the next chapter in our ’Take A Bow’ campaign, a long-term strategy that says ‘Cheers to Everyday Greatness’ in celebration of those moments that make life great.
“This is a major new era for Strongbow that fuels the brand with fresh energy, color and ambition – and what better way to kick it off than with a house party, where everyday legends turn up and show what they’re made of in a selection of bold, unique outfits?”
Strongbow is the UK’s most-consumed cider, with a 28% market share. With this new campaign, Heineken UK Cider will attempt to maintain that lead in the face of challenger brands in the craft cider market, airing during some of the UK’s most-watched shows.
Otherway founder Jono Holt said: “The new Strongbow films are the next chapter of the new strategy this year and continue to push the brand to new audiences. House parties have been, and always will be, at the heart of Strongbow – a key usage occasion for younger audiences. We simply wanted to show our appreciation for the people who go above and beyond to make house parties good.”