WHITE PLAINS, N.Y. -- Heineken USA's Strongbow Hard Apple Cider will mark the start of summer with its Made for Ice marketing program, bringing an advertising campaign, in-store signage and other tools together to drive sales of "the No. 1 selling hard cider in the world."
The comprehensive, 360-degree marketing program aims to educate legal-drinking-aged (LDA+) consumers on the benefits of pouring Strongbow over ice to unlock the refreshing taste of the brand’s award-winning ciders through TV advertising, POS materials, social- and digital-media activation, as well as the release of a brand new flavor in time for summer.
Joining the lineup of award-winning flavors is new, Strongbow Cherry Blossom Hard Cider. This addition to the family delivers cut-through taste with cherry blossom and red fruit aromas, subtle sweetness and ripe apple finish.
“We are excited to kick summer off right with Strongbow over ice,” said Alejandra de Obeso, brand director for Strongbow. “As consumers are expanding their taste profiles and increasing their purchasing variety across beverage categories, it is important for Strongbow to deliver exciting new offerings like Strongbow Cherry Blossom, and to educate consumers on the best way to get the most out of our exceptional ciders – by enjoying them over ice.”
To increase awareness of the Made for Ice program and new Strongbow Cherry Blossom, the brand is supporting its campaign with nine weeks of national TV advertising and extensive social-media presence. Additionally, Strongbow will use digital media and invitation platforms to drive consumers in-store. Alternatively, venue-finder apps will be used to direct patrons to restaurants and bars serving Strongbow, and bartender-engagement programs will encourage bartenders to recommend Strongbow served over ice.
On-premise, the Made for Ice program will come to life through eye-catching table tents, banners, coasters and posters that invite patrons to order a Strongbow over ice for a casual night out with friends. At retail, cooler decals, price cards, tuck cards and floor displays will engage shoppers by reinforcing Strongbow’s Made for Ice messaging.
“Hard cider is one of the hottest categories in beverage alcohol right now,” said de Obeso, "and 73% of consumers enjoy trying different flavors of alcoholic beverages.”
Strongbow Cherry Blossom will be available in 6 packs in April and will replace Strongbow Red Berries in the Strongbow Variety Pack in June.
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