Strongbow Encourages Consumers To 'Earn It' In New TV Experiential Campaign

27th May 2013

HEINEKEN, the UK’s leading cider and beer business, has teamed up with England fast bowling legend Jimmy Anderson to bring a new through-the line dimension to Strongbow’s EARN IT marketing campaign this summer.

An extensive brand enhancement programme, which begins in June, will introduce a wide reaching ‘participation platform’ to encourage members of the public to step out of their comfort zone and recognise Strongbow as the brand that rewards people who EARN IT. Inspired by the kind of light-hearted ‘I could do better myself' pub banter that greets a professional footballer missing a penalty, the Strongbow EARN IT campaign invites men across the nation to step up and take part in a series of exciting challenges.

A cricket challenge featuring Jimmy Anderson provides men with the chance to EARN IT by facing an over bowled by the England star. The challenge will be promoted through Strongbow’s online channels and Video on Demand (VOD) ads which will drive entries via the Strongbow website ( Ten finalists will be chosen to take part in the EARN IT training day, where a top coach will help them prepare to take on England’s 300-wicket taker. One lucky winner will then have the chance to step up to the wicket and face Anderson at a famous cricket ground later this summer.

A new 60-second Strongbow TV execution entitled Moment of Truth, launching on 3 June, will continue the EARN IT theme. The ad follows a group of friends in three different situations: delivering a best man’s speech, potting the black to win an important frame of snooker and stepping up to take a crucial penalty. In each situation, the protagonist faces a critical moment – a high pressure tense situation which the ad amplifies into epic, heroic stories in which they conquer challenges and impress friends and team-mates.

Michael Gillane, Brand Director – Ciders at HEINEKEN said, “The aim of the EARN IT participation platform and the new advertising is to encourage our target audience to leave their comfort zone and face life’s everyday challenges. In doing so, we will deepen brand engagement and connect with Strongbow loyalists on a more meaningful level.

“The first EARN IT challenge fits well with the fact that the Ashes are taking place this summer, when thousands of people all over the country will wonder what it would be like to face a world-class fast bowler in full flight. We’re giving one lucky winner the chance to take on this once in a lifetime experience and there will be more chances for them to test their mettle in Strongbow EARN IT challenges during the year.”