White Plains, N.Y.-based Heineken USA’s Strongbow Hard Apple Cider is gearing up to make this fall Strongbow Season with a fully integrated, 360-degree program that encourages consumers of legal drinking age to experience Strongbow at its “bestest” when it is served over ice, the company says. The program includes national TV advertising, targeted digital media, social media engagements and point-of-sale (POS) materials designed to drive purchase of Strongbow’s four flavors all season long, it adds.
“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 at Heineken USA, in a statement. “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. Even better, Strongbow Season is a great time to bring our four delicious flavors to any table, whether it’s Gold Apple, Honey, Red Berries or Ginger.”
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, the company says. Strongbow also will 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 well as featuring the TVC from the newest campaign.
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, the company says. At retail, price cards, floorstands, freezer toppers and cooler decals will attract shoppers by reinforcing Strongbow’s Bestest Over Ice messaging, it adds.
“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,” De Obeso continued. “This is a fantastic time to discover the refreshing taste of Strongbow flavors over ice. There is a clear opportunity for retailers and on-premise accounts to drive incremental sales and profit of Strongbow Hard Ciders.”