Strongbow Dark Fruit and Citrus Edge Campaign Launches
26 Sep 2014 --- Heineken has launched a new digital campaign for Strongbow to continue to raise brand awareness and reveal what makes the Dark Fruit and Citrus Edge flavour variants so unique.
As one of the most successful product launches of 2013, Strongbow Dark Fruit is now worth £53m. While the latest flavour variant, Strongbow Citrus Edge, has already brought a huge number of young adult drinkers into the cider category and accounts for 20% of all of the NPD volume in the cider and beer category this year.
The Strongbow Dark Fruit and Citrus Edge digital campaign has been developed to build on this success and to engage further with a younger audience who are more active on social media channels. Strongbow’s digital investment follows a successful ATL campaign, strong summer sales of Strongbow Dark Fruit and the successful launch of Strongbow Citrus Edge, driving growth for both category and brand.
The interactive campaign takes individual users on a journey of discovery through the two contrasting ‘worlds’ via a series of questions which are designed to reveal the users’ ‘true nature.’ The light and invigorating Citrus Edge is seamlessly intertwined with the dark and mysterious Dark Fruit throughout the personality quiz to create unique, shareable content including; “You are Dark Fruit with a hint of Citrus Edge – magnificent and mysterious, you’re drawn more to the dark side. You can be unpredictable with hidden depths that unravel slowly.”
Emma Sherwood-Smith, brand unit director at Heineken said: “We are very excited to launch our new Strongbow Dark Fruit and Citrus Edge digital campaign which not only engages with our target audience but showcases what’s unique and special about these fruit ciders. Strongbow has experienced unprecedented success with year-on-year sustained growth and we consider innovation essential to building our digital presence and bringing the brand to life online. This new digital campaign is designed to further drive awareness of our Strongbow variants and encourage incremental sales in the total cider category.”
