Strongbow is launching a television and poster campaign later this month, as part of a &£27m marketing and advertising investment in the cider brand this year.
The campaign will be St Luke’s first work for the brand, since it won the advertising business for Strongbow in October last year. It will include five 10-second TV executions and three poster ads.
Each ad will lambast items or pursuits that represent the superficial trappings of society, and continue to feature the iconic Strongbow arrow, which will thud into view accompanied by the tagline: “Strongbow – Taste that hits a little deeper.” One execution, entitled “C-List”, shows a mock-up of a celebrity magazine, that parodies obsessions about celebrity lifestyles. Another attacks the concept of loud and irritating mobile ring tones.
Kirsten Geary, marketing manager of ciders at Scottish & Newcastle UK, says: “The campaign will help re-introduce Strongbow to its 30- to 45-year-old core audience and, using taste as the motivator, encourage them to reappraise the brand.”