St Luke’s is to continue the repositioning of Strongbow cider as a more refreshing pint than lager in its next television advertising campaign.The new execution, part of the £27m investment in the brand, will break on May 21.
The ad opens on two men in a pub, as a third friend walks over with a tray of drinks including two pints of Strongbow and a pint of lager. The man drinking the lager utters an initial “Aaaah” after his first taste, as do his two friends as they take the first sip of Strongbow. However, the duo, unlike the lager-drinking man, do not end their vocal appreciation and continue with their long gasp of satisfaction.
The ad ends with the image of a pint of Strongbow and the accompanying arrows, with the strapline: “Total first pint refreshment”. Buying and planning for the campaign is through Starcom.