A new ad campaign for Bulmer’s Strongbow cider, starring Johnny Vaughan, breaks on May 25. The commercial is Strongbow’s first through GGT, which won the 6m account from J Walter Thompson earlier in the year (MW January 29). The campaign features Vaughan, presenter of Channel 4’s Big Breakfast, getting the most from life, with minimum effort. The ads carry the strapline ‘Strongbow – Live to Loaf’ and continue to feature the Strongbow arrows. Media plan-ning is through Unity and buying through MindShare. Sarah Heynen, Bulmer’s marketing manager, com-ments: ‘We are aiming to broaden the brand’s appeal to the 18- to 24-year-old market and push Strongbow into the top ten long drinks brands.’
Peter Field says criticism of his research was launched before his full findings were released, stating backlash was “emotional” instead of “rational”.
A good grip on pricing is a sign of a strong brand, and several behavioural studies offer insights into effective pricing strategies.
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As Marketer of the Year, Camelot CMO Keith Moor believes being an effective marketing leader comes down to building credibility by delivering on promises and having a curious mind.