Leading cider brand Strongbow has unveiled their first ever multimillion-pound master brand campaign, ‘Refreshing the Nation’.
Launched on 3 August, the campaign pays homage to the Great British summer with a film featuring the band The Snuts and their cover of The Lovin’ Spoonful’s Summer in the City.
The spot was filmed pre-lockdown and showcases all five Strongbow ciders along with a brand new look for the range.
“With Strongbow being loved by so many it was important this was an upbeat and positive master brand campaign, showcasing the inclusiveness of the Strongbow portfolio and its importance in the market,” said Rachel Holms, cider marketing director at brand owner Heineken.
“Thirty-three per cent of our drinkers are new to cider this year, so we are growing the category of a product so important to retailers and British agriculture.”
The brand said its newest member of the pack, Strongbow Rosé launched only five months ago, is already the most successful cider launch this year.
Strongbow will also be supporting retailers through both its ‘Refreshing the Nation’ and Halloween activations, which will be live in-store and online over the coming months.
