STRONGBOW RAISES A GLASS TO THE UK WITH ‘REFRESHING THE NATION’

Strongbow has launched a bold new brand campaign with Otherway — a love letter to the British language that reconnects the UK's #1 cider with the people who made it iconic.

The brand has launched a major new campaign, built around a single, powerful idea: Refreshing the Nation.
 
The campaign — spanning TV, out-of-home and digital — marks a defining moment for the UK’s number one cider, repositioning it not just as an iconic product but as a cultural institution.

One that belongs, unambiguously, to Britain and the brilliantly diverse range of people who drink it.

The strategic thinking behind the work is to recommit to Strongbow’s heartland. To shine a light on the down-to-earth community of Strongbow lovers across the UK.

‘Refreshing the Nation’ is a platform that celebrates Strongbow as the drink at the heart of real Britain. Shared in pubs, parks, kitchens and fields.

“Strongbow is the drink of the many, not the few. We wanted to give place it back at the heart of UK culture and make people feel pride again.” Jono Holt, Founder and CEO - Otherway.
“Strongbow is a British icon because it has always celebrated real people and those hard earned moments of refreshment. This campaign is about rediscovering and celebrating the richness of real Britain today, putting everyday moments and genuine character back at the heart of the story in a way we haven’t seen for a long time” Max Wainwright, Brand Unit Director Cider - Heineken.

The 30 second and 60 second film was shot by director Glenn Kitson — one of Britain’s most compelling documentary videographers, known for his extraordinary ability to capture the rawness, warmth and texture of British everyday life. His films carry the weight of lived experience: unvarnished, honest and deeply human. Exactly what the campaign demanded.

The TV and Outdoor work doubles as a love letter to the British language itself. From the first sip of Strongbow comes a different word of refreshing satisfaction depending on where you are in the country.

The campaign celebrates that every sip inspires its own reaction, and that no two drinkers or two words are ever quite the same.

The Outdoor campaign is one of the most geographically ambitious elements. Over 50 distinct poster executions will go live simultaneously in specific regional locations across the UK — each one speaking the language of its place. From a corner of Glasgow to a high street in Cardiff, the work is designed to feel hyper-local even while it’s nationally unified.

Refreshing the Nation is a celebration of Britain when we need it most. Three words that carry heritage, warmth, humour and pride. It is not a rebrand. It’s a homecoming. A declaration that Strongbow knows exactly who it’s for and has never been prouder to say so.