Foster’s Group is spearheading its renewed push into the cider market with the launch of a national advertising campaign to promote its Strongbow brand in the key summer period.
It will see a ‘Strongbow Orchard’ advertisement aired on free-to-air and subscription TV and in cinemas through December and January to introduce the brand’s new tagline: “It’s a Strongbow season”.
Set in Australia, the advertisement markets the product’s natural ingredients by showing a tree that bears fruit in the shape of Strongbow bottles.
Foster’s general manager – cider and spirits, Jenny Nolch, said the campaign aims to capitalise on the growing international trend for cider.
“The campaign will shift the cultural perception of the cider category and reinforce Strongbow’s number one cider position,” she said. “The campaign will appeal to a broadening crowd and give current Strongbow drinkers grounds to be proud of their choice.”
The advertisement will be supported by experimental marketing and public relations exercises to engage consumers with the brand.