Heineken UK has redesigned its Strongbow cider brand and launched a new Tropical flavour to attract a new generation of drinkers.
The brand’s iconic black and gold colour that was created in 1960 has been replaced with a new stripped-back design featuring the famous archer with vibrant pops of colour. Heineken stated that the redesign had been created with findability in-store and shelf standout in mind.
The new look across cans and bottles is rolling out to grocery and convenience stores this month. This will be supported by a wider £20m marketing campaign kicking off from April.
Heineken UK Cider Brand Director Rachel Holms commented: “This is a huge milestone in the 63 years of Strongbow. It’s a new design that not only resonates and engages our loyal consumer base, but something that also appeals to new cider and Strongbow drinkers, and the start of a new chapter for us. And it’s only just the beginning. Setting the pace for what’s to come, we’re excited to show people what else we have in store for our summer of cider.”
Meanwhile, the new Strongbow Tropical flavour is said to offer a “refreshing and fruity twist on the nation’s favourite cider” with a blend of mango and pineapple.
Holms added: “The launch of Strongbow® Tropical Cider will further encourage new drinkers into the cider category, providing experimental consumers with an exciting new flavour to try whatever the occasion.”
The new addition to the Strongbow portfolio will be available in 500ml bottles and 4 x 440ml can multipacks (4% ABV).
NAM Implications:
- Changing the livery of an iconic brand is always a calculated risk.
- But understandable, given the unprecedented changes of Lockdown fallout.
- And especially the growth in importance of retail vs hospitality/on-trade.
- And an additional variant should help…
