This fall, Strongbow Hard Apple Cider, a brand of White Plains, N.Y.-based Heineken USA, announced that it will inspire legal-drinking-aged consumers to add more flavor to their harvest season with Strongbow’s range of flavors in a new marketing campaign. The comprehensive program also will include national TV advertisements, social media support, interactive applications, sampling and more, the company says.
“As the leader in flavors, Strongbow is constantly looking for new ways to engage consumers,” said Eric Markus, brand director for Strongbow, in a statement. “Cider sales peak during the fall and this season Strongbow is inviting consumers of legal-drinking- age to take the Fall Flavor Quiz to discover which Strongbow hard cider best suits their personality and learn about the brand’s range of award-winning flavors. Strongbow will also provide tips for great fall experiences, while encouraging consumers to choose Strongbow as their go-to drink for the season’s social occasions.”
National TV advertising featuring Sir Patrick Stewart along with an extensive social media presence will build consumer awareness and drive engagement along the consumer’s path to purchase, the company says. Additionally, digital media will drive consumers to Strongbow.com to take the flavor quiz and use the online product locator to discover where they can purchase Strongbow in their local market, it adds.
On-premise, the program will include themed table tents, banners, coasters and posters inviting patrons to enjoy Strongbow when out with friends, the company says. At retail, point-of-sale materials will attract and engage shoppers, while in-store sampling will drive trial and purchase. In select markets, consumers will be invited to get special Strongbow-branded glassware through a mobile offer, it adds.
“Strongbow’s range of award-winning flavors are bringing more and more flavor-seeking consumers into the beer aisle,” added Markus. “Our harvest season promotion provides all the elements for retailers to leverage Strongbow’s positive momentum and increase their fall cider sales and profits.”