Strongbow shifts ad strategy to aspirational message

Next week (30 April) it will unveil a fresh creative strategy that introduces the strapline ‘Strongbow. Earn it.’

The TV ad, which pays homage to the ‘Britflick’ gangster genre, tells the story of members of a wedding band ‘earning’ their pints of Strongbow. In recent years the brand’s ads have used the theme of ‘hard graft’ and focused on manual workers.

Explaining the change, Lucy Henderson, the Strongbow brand manager at Heineken UK, said: ‘The whole cider category is growing and changing so quickly and cider is becoming more aspirational. We’re going for a younger target audience, the new consumers that are coming in.’

The campaign, created by St Luke’s, will also run across outdoor, video-on-demand and experiential.

This article was first published on marketingmagazine.co.uk