Heineken UK Launches Strongbow Pear Cider

 Breaking News
  • Orkla Acquires Leading Czech Frozen Vegetable Producer Through its wholly-owned subsidiary Hamé, Nordic food group Orkla has purchased Agrimex, a leading frozen vegetable producer in the Czech Republic. Hamé is a leading branded food company in the Czech Republic and Slovakia, and holds strong positions in the liver paté, ready meals, ketchup, jam, baby food and tinned vegetable categories. Through the acquisition [...]...
  • Change of Leadership at Alpro Bernard Deryckere, current CEO of Alpro who has been leading the company for the last 16 years, is stepping down and handing over management responsibility to Sven Lamote. Sven Lamote will be tasked to prepare the Alpro plant-based business for its next stage of growth as the company’s new General Manager, building on Bernard Deryckere’s [...]...
  • Ornua Expands into South Korea With Launch of Kerrygold Ornua, Ireland’s largest exporter of Irish dairy products, has announced a major product expansion into the South Korean market with the launch of Kerrygold butter. Kerrygold will be sold through major Korean retailers. Kerrygold dairy products, made from the milk of grass-fed cows, will bring a unique new offering to South Korean consumers. Korean consumers place a high [...]...
  • East Meets West – Taura Inspires Global Flavour Combinations at FIE Real fruit and vegetable pieces are the perfect way to combine eastern and western flavours, Taura Natural Ingredients will demonstrate at Food Ingredients Europe. With consumers seeking new taste sensations, and eastern flavours particularly sought after, Taura – part of Frutarom – offers a range of ways to help manufacturers satisfy adventurous palates. The company’s unique [...]...
  • Pots Showcase Dairy Delights Regional French dairy producer Duo Lozère has selected RPC Bebo Bouxwiller to supply the packaging for the company’s high quality organic yoghurts and fromage blanc. The stylish 125cc thermoformed polypropylene pots are lightweight and easy to handle, combining consumer convenience and ease of use with effective product protection and presentation. Newly-designed graphics, offset printed in a [...]...

Heineken UK Launches Strongbow Pear Cider

Heineken UK Launches Strongbow Pear Cider
June 18
13:29 2012

With innovation continuing to be the main growth driver in the cider category, Heineken, the UK’s leading beer and cider business, has announced the launch of multi-million campaign to transform the Strongbow brand, the UK’s biggest selling cider worth £800 million. The plan will consist of a heavyweight above-the-line equity campaign to communicate a new brand positioning, a striking brand redesign, a reduction in ABV from 5.3% to 5% and, the most significant piece of product innovation in the brand’s history, the heavily backed launch of Strongbow Pear.

Strongbow already has a proven track record of growing consumption occasions with existing drinkers. Heineken’s new plans for the brand are designed to bring additional shoppers into the category and broaden the brand’s appeal. The first part of the plan sees Strongbow return to UK TV screens with a multi-million pound advertising campaign that positions the brand as a reward for ‘men who get the job done’.

In addition to the TV campaign, throughout 2012 Strongbow will be supported by video on demand and outdoor advertising while continuing its association with contemporary music.

Heineken is also introducing a striking new modern design to all Strongbow cans, bottles and pack formats to reinforce the brand’s quality credentials and further increase stand out in-store. The new logo reads ‘Strongbow Original’ and will be accompanied by a redesign to the iconic archer firing his arrow. Secondary packaging reinforces the brand’s taste and refreshment qualities with the archer splitting a juicy apple with his bow and arrow.

As part of its transformation of the brand, Heineken is also reducing the ABV of packaged Strongbow from 5.3% to 5%.

Heineken is introducing Strongbow Pear, the first pear flavoured everyday cider, in the off and on-trade from July. The new light and refreshing flavour is designed to bring new shoppers into the everyday cider category while appealing to Strongbow loyalists thanks to the non-sweet taste profile. It is therefore set to deliver the similar growth that pear flavoured variants have brought to the modern segment.

With an ABV of 4.8%, the new variant will be available in convenient 6 x 330ml bottle, 4 x 440ml can, 4 x 500ml can formats, as well as larger 12/15 x 440ml and 10 x 440ml pack sizes. The packaging will mirror Strongbow Original’s modern new design with the archer instead splitting a golden pear. Kicking off in July, Strongbow Pear will be supported by a multi-million integrated marketing campaign in 2012 which includes TV and outdoor advertising, in-store activation, digital marketing, experiential activity and PR.

About Author



Related Articles

Food & Drink Business Conference & Exhibition 2016

Upcoming Events

  • November 28, 2017Fi Europe
  • December 4, 2017Plastics and Paper in Contact with Foodstuffs 2017
  • January 8, 2018RAI Exhibition
  • January 16, 2018Sival Plant Production Trade Show
AEC v1.0.4

find food jobs

The Magazine

F&D Business Preferred Suppliers

New Subscriber

Subscribe Here