Strongbow cider ‘Golden Hour’ program encourages summer celebrations
Strongbow, a brand of Heineken USA, White Plains, N.Y., launched its “Golden Hour” on-premise, retail and event activation for the summer. The cider brand will act as a catalyst for spur-of-the-moment experiences to excite consumers of legal drinking age and encourage them to create their own “Golden Hour” celebrations with Strongbow, it says.
On-premise, program point-of-sale (POS) and merchandising materials will be available to drive awareness and interest in Strongbow cider while introducing patrons to an array of Strongbow signature cocktails that showcase the versatility of the brand, it says. At retail, a range of custom-designed display and POS materials will be available that position Strongbow as a crisp, refreshing beverage choice for laid-back summer drinking occasions, it explains. In addition, channel-relevant instant redeemable coupons and mail-in-rebate offers, where legal, on the purchase of Strongbow and complimentary items will aid in cross-promotion, it adds.