Strongbow Hard Apple Cider, a brand of Heineken USA, White Plains, N.Y., launched a new marketing campaign, “Cider at its Bestest.” The new, national campaign explains to consumers that Strongbow is best served over ice and includes the brand’s first U.S. TV spot, “Slow Motion Horse.”
“We use quality ingredients, and, of course, we would like people to enjoy Strongbow in the best way possible: poured over ice,” said Alejandra de Obeso, brand director of portfolio brands at Heineken USA, in a statement. “It brings out our flavor notes and offers a different kind of refreshment that sets the stage for a great time, day or night.”
The hard cider also is at its best when served during social occasions, relaxing afternoons, or when strolling on the beach with your slow-motion horse, the company says.
“The overall campaign explores the absurd notions of making the best even more desirable,” said Hannes Ciatti, creative director of Droga5, the advertising agency behind the campaign, in a statement. “In this case, it meant enjoying a Strongbow with your horse that only runs in slow motion. That’s the bestest.”
“Slow Motion Horse” began airing Oct. 1. An extended 60-second version of the commercial aired online and on social media channels, and an additional 15-second spot, “Three Sunsets,” will debut later this fall. The new brand platform also will be supported through a mix of traditional and paid media, as well as digital, public relations and experiential marketing.
In March 2014, the brand re-launched with new flavors Gold Apple and Honey & Apple. Both flavors are gluten free and contain 5 percent alcohol by volume and 172 and 195 calories in each 11.2-ounce bottle, respectively.