HEINEKEN Turn Up The Heat With TV Support For New Strongbow Pear

17th August 2012

HEINEKEN-owned Strongbow, the UK’s No 1 cider brand, has unveiled new TV support for Strongbow Pear, the new flavour variant launched in draught and packaged format in July. The new 30” ad, created by St Luke's with media buying through MediaVest, will launch nationally on August 24 and run for 12 weeks.

Bringing a contemporary new take to the traditional archer that has been a feature of the Strongbow brand since 1962, the advertisement opens on the shimmering silhouette of an archer, walking purposefully to his mark in an arid desert where it emerges that his target is a juicy, glistening pear.

Applying intense strength and concentration to make a seemingly impossible shot, the archer fires his arrow across the sun-baked landscape, successfully exploding the fruit to release a torrent of refreshing juice, signifying that through his focus and deliberation he has earned his refreshment, as the voiceover declares, “Pear gets the Strongbow treatment.”

The end frame shows the iconic arrows thudding next to the glistening bottle of Strongbow Pear, throwing up an arc of droplets – underscored by the strap line – New Strongbow Pear. Earn It. The ad plays out to the John Murphy soundtrack, ‘In the House in a Heartbeat’, which featured in the movie, ’28 Days Later’.

Sanjay Patel, Brands Director –Cider at HEINEKEN said, “The launch ad will drive awareness of Strongbow Pear and its powerful refreshment benefits among our target audience.”

Strongbow Pear is available in the on and off trade sectors where it is promoted with a combination of colourful POS materials , bespoke glassware and eye– catching bar founts cans and bottles.