Strongbow is to launch a marketing campaign that positions the brand as the cider of choice for working men of Britain.
The campaign, created by St. Luke’s, sees the “total refreshment” strapline of the last two years replaced with “Bowtime, hard earned”.
A television advertisement will break May 24 and features a group of dispirited “grafters” on a hill after a day’s work suddenly rejuvenated by “the promise of a rewarding pint of Strongbow”.
The workers are then seen running towards an image of a pint of the cider, which glows and grows to the fill the screen.
TV activity will be supported by an outdoor, radio and viral campaign.
Fiona Seath, brand manager of Strongbow, says the campaign aims to communicate the “emotional reward felt by our consumers at the first pint moment”.
“We know our drinkers look forward to that first pint of the evening because they need to be refreshed but also because they feel like they have deserved it, all the ad does is let them know Strongbow thinks they do too,” she says.
The Bowtime marketing concept is now being used by the brand across all its marketing communications. Strongbow sponsors radio station TalkSport’s Ian Wright presented drivetime programme, which was renamed Bowtime as part of the deal.
S&N recently completed a review of its below the line agency roster which saw Wax Communications, Caspa Marketing and Space added to the 10-strong roster.