HEINEKEN UK is launching a high-impact Strongbow campaign, “Refreshing the Nation”, rolling out from now until 31 July across TV, OOH and digital. The campaign aims to drive cultural relevance through celebrating real people and those hard-earned moments of refreshment.
Built around the idea of Refreshing the Nation, the campaign is positioned as “a love letter to the British language”, leveraging that the first sip of Strongbow comes with a different word of satisfaction depending on where you are in the country. The outdoor campaign will see over 50 distinct poster executions go live simultaneously in specific regional locations across the UK, each with an iconic phrase from the area.
Strongbow remains the UK’s number one cider, with over 60 years of heritage and a loyal consumer base. Within the Strongbow portfolio, Strongbow Original delivers north of £125m value sales annually, driven by an incredibly loyal consumer base and highest repeat rate of any cider in the category. Strongbow Dark Fruit holds a 48 per cent value share of the flavoured cider category, second to Strongbow Original in the portfolio, whilst Strongbow Strawberry, the newest edition to the Strongbow portfolio, launched in June 2024, has claimed a 0.6 per cent value share of the category. This latest campaign is set to keep the brand front of mind and further position Strongbow as the cider brand of choice.
“Celebrating the richness of real Britain today, it puts everyday moments and genuine character back at the heart of the story in a way we haven’t seen for a long time,” said Max Wainwright, Cider Brand Director at HEINEKEN UK.
“Our aim is to help retailers unlock growth opportunities and we’re confident that this campaign will resonate with shoppers across the country and drive footfall into stores”.
The campaign includes a competition mechanic for shoppers to buy Strongbow and scan to be in with a chance to win Strongbow sliders, with thousands of pairs to be won. Retailers can buy activation packs from participating wholesalers – Unitas and Bestway. Also featuring in the Refreshing the Nation campaign is updated Strongbow packaging, ensuring the brand stands out on shelf this summer.