NEW YORK -- Strongbow Hard Apple Cider will "hit refresh on summer" from May through August with a fully integrated 360-degree program that invites shoppers to experience Strongbow at its “bestest” when it is served over ice. The Hit Refresh on Summer program includes targeted national online video, strategic digital partnerships, social-media engagements, plus retail and on-premise activation designed to drive purchase of Strongbow’s four flavors among legal-drinking-aged consumers all summer long.
“With a growth rate of 72%, Cider is the fastest-growing segment in alcoholic beverages, and one of its peak selling seasons is summer,” said Alejandra de Obeso, brand director for Strongbow, Heineken USA. “After a long, chilly winter for much of the country, consumers are excited to get out and enjoy the weather, and we feel there’s no better way to Hit Refresh on Summer than with a Strongbow hard cider over ice.”
To drive awareness of Strongbow’s Hit Refresh on Summer initiative, the brand is partnering with dynamic weather-informed platforms to place targeted ads that will trigger purchase for consumption over ice during the sunset “golden hour,” Strongbow's key consumption occasion, which typically hits the after-work crowd.
Digital partners, including Maxpoint and iBotta, will deliver targeted content, product locators and cash-back rebates driving consumers in store to purchase Strongbow.
At retail, eye-catching POS elements promoting the refreshing taste of Strongbow over ice, as well as channel-specific cross-merchandising offers and sampling events (where legal), will help increase conversion and drive higher basket rings for retailers.
“We know that upscale brands that help amplify consumers’ social, high-energy occasions are growing the hard-cider category at twice the average rate, and provide retailers and on-premise accounts the opportunity to drive incremental profit," de Obeso said. "Strongbow is the best performing brand in this segment, as it has a wider demographic appeal: upscale and younger shoppers, with top repeat purchase and loyalty rates, that drive the highest lift and incremental dollars versus all other major brands in the category.
"With warmer weather, longer afternoons and relaxed schedules, there are even more reasons for shoppers to enjoy the refreshing taste of Strongbow over ice and maximize traffic into stores. All of these benefits make it the right brand for retailers to support in these key months; Hit Refresh on Summer is designed to satisfy shopper needs for social at-home or outdoor occasions.”
On-premise, Strongbow’s Hit Refresh program will come to life through themed table tents, posters, coasters, and banners along with Strongbow over ice sampling (where legal) to invite legal-drinking-aged consumers to experience their summer afternoons enjoying hard cider at its “bestest.”
Strongbow, imported from England by Heineken USA, is available in four flavors: Gold Apple Hard Cider and Honey & Apple Hard Cider and new Strongbow Red Berries and Strongbow Ginger.
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