NEW YORK — Strongbow Hard Apple Cider is gearing up to make this fall “Strongbow Season” with a fully integrated, 360-degree program that encourages legal-drinking-aged consumers to experience Strongbow at its “bestest” when it is served over ice. The program includes national television advertising, targeted digital media, social media engagements, and eye-catching point-of-sale (POS) materials designed to drive purchase of Strongbow’s four flavors all season long.
“Hard cider remains one of the hottest segments in beverage alcohol and its consumption spikes in the fall,” said Alejandra de Obeso, brand director for Strongbow, Heineken USA. “Strongbow’s retail program will remind consumers that fall is the perfect season for spontaneous get-togethers, as these moments can be enjoyed with a Strongbow over ice shared with family and friends.”
To increase awareness of Strongbow Season, the brand is continuing its “Bestest Over Ice” campaign with seven weeks of national TV advertising and 17 weeks of social media presence. Strongbow will also support the fall program through partnerships with pre-store digital shopper media on both desktop and mobile, designed to drive traffic in-store and to the newly re-launched www.Strongbow.com. The site provides information on Strongbow’s portfolio of flavors including a product locator to lead consumers to on- and off-premise accounts where Strongbow is sold.
“As the summer transitions into fall, consumers begin a new routine, which includes even more hosting occasions at home with their closest friends and family. This is a fantastic time to discover the refreshing taste of Strongbow flavors over ice,” de Obeso said. “There is a clear opportunity for retailers and on-premise accounts to drive incremental sales and profit of Strongbow Hard Ciders.”
At retail, price cards, floorstands, freezer toppers and cooler decals will attract and engage shoppers by reinforcing Strongbow’s “Bestest Over Ice” messaging. On-premise, “Strongbow Season” will come to life through tailor-made coasters, table tents, posters and banners inviting consumers to enjoy Strongbow over ice as their first drink for a casual night out with friends.
Strongbow, a product of New York-based Heineken USA, is available in four flavors: Gold Apple, Honey, Red Berries and Ginger.