Heineken backs Strongbow Cloudy Apple with £1m sampling campaign
Monday July 27, 2015 at 10:53am
Leading UK cider brand Strongbow is extending its new premium cider, Strongbow Cloudy Apple, into the off-trade from August. The launch will be supported by Heineken’s biggest ever UK NPD campaign to drive a high level of consumer awareness and demand. This will include an £8m multi-channel ATL campaign across TV, outdoor, video, mobile and social as well as a £1m national sampling campaign aiming to bring approximately 700,000 samples to consumers in high footfall locations such as events, transport hubs and city centres. Brand owner Heineken says the new variant takes inspiration from the traditional world of cloudy cider, but adds “Strongbow’s signature cut-through refreshment with the crisp, rich taste of bittersweet apples from Herefordshire”. It is aimed at cider drinkers in their late 20s and 30s who are looking for a premium and traditional style of cider, but with the reassurance of a recognisable and trusted brand. Martin Porter, Managing Director – Off-Trade at Heineken, comments: “Strongbow plays a key role in growing the cider category by tapping into existing trends, making them accessible to the mainstream market and increasing sales for retailers. Strongbow Dark Fruit is a prime example of this. For Strongbow Cloudy Apple, we’re giving traditional cloudy cider a modern twist, bringing our customers another new and exciting cider which responds to changing consumer tastes. We are already seeing strong performance in the on-trade, and we’re confident that this great tasting liquid is going to fly off the shelves.” Strongbow Cloudy Apple will be priced in line with Strongbow Dark Fruit. It will be available in a 500ml glass bottle to encourage trial amongst experimental consumers who are always on the lookout for new and innovative products as well as a 10 x 440ml can pack to appeal to ‘savvy’ shopper types looking for good value for money, a 4x 440ml can pack and a 4x 500ml price-marked pack for the convenience channel.