Strongbow Gold in global roll-out

Strongbow
Strongbow

LONDON - Heineken International has appointed design consultancy Bulletproof to handle the global launch of its Strongbow Gold brand next year.

The agency was handed the business for the cider brand after a five-way pitch, overseen by creativebrief. The intermediary is also handling a review to find a UK ad agency to create the campaign for the roll-out.

Strongbow introduced its Gold branding in February 2007, to target the overseas market. It was initially launched only in France, Germany and Spain.

The brewer plans to use the established UK brand to fill an apparent gap in international markets, where cider consumption is not as heavy.

It is understood that the brand's name will vary by territory. Local marketers may use either the name Strongbow Gold or Strongbow.

Bulletproof has been briefed to devise bespoke packaging for the drink for each market.

Brewer Scottish & Newcastle was acquired by Heineken last year, and Strongbow will look to take advantage of Heineken's wider distribution network to launch the brand in Asia and North and South America, as well as support its relaunch in Europe.

In the UK, Scottish & Newcastle has previously worked with packaging design consultancy Jones Knowles Ritchie.

In 2005 the agency was tasked with overhauling the Strongbow brand to capitalise on a resurgence in cider sales.

The brand's UK ad account is handled by St Luke's. In August the agency launched a campaign to reposition it as a drink for working-class men.

 

 

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers