Hard Graft and ‘Unsung Heroes’ Rewarded in New Strongbow Campaign
June 23 2009
Bulmers Strongbow – the UK’s biggest-selling cider – has unveiled a new multi-media advertising campaign which celebrates Britain’s workers and extols the cider as the ultimate reward in refreshment after a hard day’s work. The campaign broke with a 60 second TV advert called ‘Final Push’.
The campaign is entitled “Hard Earned” to communicate the idea that Strongbow rewards hard graft. Fiona Seath, Brand Manager - Strongbow, said: ‘The 2009 campaign moves the ‘First Pint Refreshment’ message from the last two years into the emotional reward felt by our consumers as they enjoy their first pint at the end of hard day. We know our drinkers look forward to that first pint of the evening because they need to be refreshed but also because they feel like they have deserved it, all the ad does is let them know Strongbow thinks they do too.’
The TV campaign will embrace 60-second, 40-second, 30-second and 10-second executions and will be supported by outdoor posters, radio and viral activity. The campaign launched at the end of May and will run until October. The theme is based on the Bowtimeconcept which is incorporated into all Strongbow point of sale, consumer promotions and below the line activity. However, the new Strongbow ads will introduce the concept of Bowtime to TV for the first time. To date, Bowtime has been successfully implemented on national radio and in the recruitment of over 90,000 Strongbow drinkers last summer.
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