NEW YORK — The Strongbow brand of hard apple ciders plans to make this fall "Strongbow Season" through a fully integrated, 360-degree program that encourages consumers to experience Strongbow at its "bestest" when served over ice.
The program will include national television advertising, targeted digital media, social media engagements and point-of-sale materials designed to drive the purchase of Strongbow's four flavors all season long.
"Hard cider remains one of the hottest segments in beverage alcohol and its consumption spikes in the fall," stated Alejandra de Obeso, brand director for Strongbow, Heineken USA. "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 will continue the "Bestest Over Ice" campaign with seven weeks of national TV advertising and 17 weeks of social media presence. Strongbow will also support the program through partnerships with pre-store digital shopper media on both desktop and mobile, designed to drive traffic in-store and to the newly relaunched www.Strongbow.com, according to the announcement.
Retail promotions will include price cards, floor stands, freezer toppers and cooler decals.
"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 Beso said. "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."