FDBusiness.com

With innovation continuing to be the main growth driver in the cider category, Heineken, the UK’s leading beer and cider business, has announced the launch of multi-million campaign to transform the Strongbow brand, the UK’s biggest selling cider worth £800 million. The plan will consist of a heavyweight above-the-line equity campaign to communicate a new brand positioning, a striking brand redesign, a reduction in ABV from 5.3% to 5% and, the most significant piece of product innovation in the brand’s history, the heavily backed launch of Strongbow Pear.

Strongbow already has a proven track record of growing consumption occasions with existing drinkers. Heineken’s new plans for the brand are designed to bring additional shoppers into the category and broaden the brand’s appeal. The first part of the plan sees Strongbow return to UK TV screens with a multi-million pound advertising campaign that positions the brand as a reward for ‘men who get the job done’.

In addition to the TV campaign, throughout 2012 Strongbow will be supported by video on demand and outdoor advertising while continuing its association with contemporary music.

Heineken is also introducing a striking new modern design to all Strongbow cans, bottles and pack formats to reinforce the brand’s quality credentials and further increase stand out in-store. The new logo reads ‘Strongbow Original’ and will be accompanied by a redesign to the iconic archer firing his arrow. Secondary packaging reinforces the brand’s taste and refreshment qualities with the archer splitting a juicy apple with his bow and arrow.

As part of its transformation of the brand, Heineken is also reducing the ABV of packaged Strongbow from 5.3% to 5%.

Heineken is introducing Strongbow Pear, the first pear flavoured everyday cider, in the off and on-trade from July. The new light and refreshing flavour is designed to bring new shoppers into the everyday cider category while appealing to Strongbow loyalists thanks to the non-sweet taste profile. It is therefore set to deliver the similar growth that pear flavoured variants have brought to the modern segment.

With an ABV of 4.8%, the new variant will be available in convenient 6 x 330ml bottle, 4 x 440ml can, 4 x 500ml can formats, as well as larger 12/15 x 440ml and 10 x 440ml pack sizes. The packaging will mirror Strongbow Original’s modern new design with the archer instead splitting a golden pear. Kicking off in July, Strongbow Pear will be supported by a multi-million integrated marketing campaign in 2012 which includes TV and outdoor advertising, in-store activation, digital marketing, experiential activity and PR.