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WHITE PLAINS, N.Y. — After a long, cold winter for many, Strongbow Hard Apple Cider plans to help consumers “hit refresh” this summer with the launch of a new fully integrated, 360-degree program.
The “Hit Refresh for Summer” campaign will run May 1 through Aug. 31 and is designed to urge consumers to experience Strongbow at its “bestest” when served over ice.
The program will include national online video, social media engagements, as well as digital partnerships with Maxpoint and iBotta to deliver targeted content, product locators and cash-back rebates for consumers. Retail and on-premise activation will include themed table tents, posters, coasters and banners, along with channel-specific cross-merchandising offers and Strongbow sampling events.
“With a growth rate of 72 percent, 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. “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.”
Strongbow is available in four varieties: Strongbow Gold Apple, Strongbow Honey & Apple and new Strongbow Red Berries and Strongbow Ginger, which are sold in a variety 12-pack.
Strongbow is a brand of White Plains, N.Y.-based Heineken USA, which is a subsidiary of Heineken International BV, the world's most international brewer.