Strongbow Dark Fruit Campaign Brings New Dark Edge To 'EARN IT'

25th June 2013

HEINEKEN, the UK’s leading cider and beer business, is launching a national campaign for its new flavoured cider variant Strongbow Dark Fruit.

The campaign launches on 1 July and will run across traditional and digital outdoor sites and national and monthly press titles. The creative is deliberately dark and mysterious to provoke viewer curiosity and convey Strongbow’s unique take on “premium fruit flavoured cider refreshment with a dark edge.”

Echoing the Strongbow EARN IT brand proposition, the new creative tempts consumers to consider the challenge of retrieving a can of Strongbow Dark Fruit from the shadowy, thorny brambles in which it is pictured.

The new work will break on iconic outdoor and digital sites including The Torch, Two Towers, East Street and Transvision screens in major London rail stations, with the digital outdoor format featuring an innovative animated creative. The outdoor campaign will be supported by advertising in national press and monthly magazine titles in August.

Strongbow Dark Fruit was launched by HEINEKEN in May to recruit shoppers to the everyday cider category by tapping into the burgeoning consumer interest in flavoured ciders. Harnessing the crisp, masculine refreshment of Strongbow Original, the new fruit variant offers an easy-drinking combination of Strongbow cider, cut with blackcurrant and blackberry juices.