New Campaign: Strongbow Pens Hopeful Love Letter to the Great British Summertime

• First ever multimillion-pound master brand campaign: ‘Refreshing the Nation’ for the UK’s number one cider brand
• The 30” and 10” films and stills for TV, VOD, DOOH and social from creative agency Otherway pay homage to the role Strongbow plays in bringing people together
• Launched 3^rd Aug, the ads will first appear on ITV during the Life and Times of Captain Tom – a one off and exclusive documentary celebrating one of Britain’s latest hero’s and during much loved First Dates on C4
• Featuring one of the UK’s most exciting new bands The Snuts and their cover of The Lovin’ Spoonful’s Summer in the City. View here
• Showcases all five Strongbow ciders along with a brand new look for the range

Strongbow, the number one cider brand in the UK, has unveiled its first ever multimillion-pound master brand campaign, ‘Refreshing the Nation’. Aired on August 3^rd , the 30” film pays homage to the Great British summer, showcasing there is a Strongbow for everyone, whatever the weather, come rain or shine, throughout the British summer and beyond.

An emotional and uplifting look at what makes our summers so special, from rainy BBQs to picnics in the park, the film finishes with a joyous and hopeful pub scene with one the UK’s most exciting new bands, The Snuts, performing their cover of The Lovin’ Spoonful’s Summer in the City.

This love letter was filmed pre-lockdown and begins and ends in the great British pub, showcasing the fresh and modern rebrand of the range which includes Strongbow Original, Strongbow Dark Fruit and its ultra-low variant Strongbow Dark Fruit 0.5%, Strongbow Cloudy Apple and the newest member of the pack – Strongbow Rosé.

Launched only five months ago, Strongbow Rosé is already the most successful cider launch this year and is comfortably the number one rosé cider in the market.

Rachel Holms, cider marketing director at HEINEKEN says: “’Refreshing The Nation’ is our love letter to the great British summer. From pubs to parks and day to night, we wanted to pay homage to the relatable moments that celebrate the best of Britain, whatever the circumstance. Filmed before lockdown, what was to be a celebration of the summer is now a reminder of what’s hopefully to come over the months ahead.

“With Strongbow being loved by so many it was important this was an upbeat and positive master brand campaign, showcasing the inclusiveness of the Strongbow portfolio and its importance in the market. From the runaway success and cult following of Strongbow Dark Fruit through to the category building Strongbow Rosé. Thirty-three per cent of our drinkers are new to cider this year, so we are growing the category of a product so important to retailers and British agriculture.

“Our apples are from Herefordshire, and last year we also removed all artificial colours, flavours and sweeteners.”

Strongbow will also be supporting retailers through both its ‘Refreshing the Nation’ and Halloween activations, which will be live in-store and online over the coming months, further engaging shoppers and driving sales for the off trade during key occasions.