Spookily seasonal campaign for Strongbow cider
DRINKS giant Heineken UK has launched a new campaign for Strongbow cider to tie in with the popularity of the brand’s Dark Fruit Cider variant during the Halloween season.
The ‘Spine-chilling Refreshment’ campaign aims to help retailers to maximise sales by supercharging consumers’ affinity with the brand through significant marketing investment into the Strongbow brand.
This will see the Strongbow Dark Fruit cider take centre stage during the run up to Halloween including social media promotions, influencer partnerships and sampling activations which specifically target university campuses and drive up footfall into local stores.
While cider sales tend to peak during the summer months, Strongbow significantly over-indexes during the Halloween season, says Heineken UK, with every £1 in £5 spent on cider over Halloween being spent on Strongbow more than any other brand in the category, according to Nielsen value sales data.
The new ‘Spine-Chilling Refreshment’ campaign aims to further cement Strongbow’s strong affiliation with the season and marks the continuation of the Strongbow brand’s evolution following its 2023 rebrand.
Retailers can also make use of the new campaign to drive up sales across stores by visiting Heineken UK’s Star Retailer platform for category guidance tailored to convenience stores.
Rachel Holms, cider brand director at Heineken UK, said: “Halloween is a fantastic event for retailers and wholesalers to get involved and have fun with, as adults up and down the country look to celebrate, dress up and socialise with friends and family.
“We’re excited to be launching our Spine-chilling Refreshment campaign to help them maximise the Cider opportunity over this period, showing up where the brand has the right to play and adding value.”
