JKR Emphasises Strongbow's Heritage for Updated Can

Strongbow marketing manager Sarah Maddock added that the new packaging aimed "to increase the brand's prominence on the shelf".

17 Aug 2009 Strongbow cans have been refreshed by Jones Knowles Ritchie to reassert the drink's position in the cider market.

The brand's iconic archer figure has been made more prominent on the new can, alongside the HP Bulmer signature and date, emphasising the brand's history.

JKR, which was responsible for the cider's previous redesign four years ago, has also emphasised the angles of the archer figure.

"We were trying to get back to the positive things people remember about Strongbow," said JKR client director Christopher Halton, referring to the popular television adverts featuring two arrows being shot into a bar.

He added that the yellow and gold colours had been "freshened and brightened" and the amount of silver used in the design had been increased.

"With the growth in cider generally, the brief was more of an evolution brief to defend Strongbow's position within the category as the mainstream cider brand," he said.

Strongbow marketing manager Sarah Maddock added that the new packaging aimed "to increase the brand's prominence on the shelf".

Strongbow is owned by Scottish & Newcastle UK. The new design is being rolled out into stores now.