Strongbow Launches Dark Fruit With Interactive Vending Machine

23 Jul 2013 --- To mark the launch of Strongbow Dark Fruit, commuters were challenged to step up and take aim at an interactive vending machine at one of the UK's busiest train stations, as part of the brand's EARN IT. campaign.

The specially built vending machine was commissioned to celebrate the launch of new Strongbow Dark Fruit, which combines crisp Strongbow cider, blackcurrant and blackberry juices to bring a darker edge to refreshment. The vending machine forms part of the cider's EARN IT. campaign which throws down the gauntlet to consumers, asking them to step up and take on a series of challenges including; cricket, football, tough mudder and stand up.

To promote the new variant, commuters at London's Victoria station were asked to EARN IT by stepping up to the plate, adopting the iconic Strongbow archer pose and firing a virtual arrow at the blackberry target on screen. Picking up their movement using cutting-edge kinetic software, successful challengers who hit the blackberry in three attempts or less were rewarded with a well-earned Strongbow Dark Fruit. Thousands of workers, day-trippers and tourists were bold enough to take on the Strongbow vending machine challenge.

Strongbow Dark Fruit is currently available in 440ml and 500ml cans with 500ml bottles to be rolled out from mid-August. The RRP is £5.20 (for a four pack) and Strongbow Dark Fruit is available from all good supermarkets.

Over the last few months, thousands of members of the public have been flocking to Strongbow.com to take on a variety of well-known personalities at a series of challenges. These include surviving an over against cricket hero Jimmy Anderson in the cricket challenge and scoring a penalty against a professional goalkeeper in the football challenge.