Strongbow – the UK’s number one cider brand – has launched a multi-million pound campaign as part of its exclusive sponsorship of Team GB ahead of Rio 2016, including an on-pack competition to win limited edition glasses.
The ‘Let’s Own It’ integrated campaign issues a rallying cry to the nation to get together and roar on Team GB this summer. The campaign will run across a range of media channels including TV, out of home, video on demand, radio, digital and social.
The new TV ad will run from July 14th and will kick off a six week campaign across the nation with a stirring 30-second spot that highlights the tension, excitement and elation of cheering on Team GB.
Out Of Home advertising will ignite the emotions of supporters, featuring the most captivating elements of the games; unity, tension and the thrill of being lost in the moment.
Strongbow’s British heritage and brand values of pride, unity and respect make it a perfect fit with the Team GB ethos. Whilst all eyes are on Rio, Strongbow is firmly positioning itself at the heart of the action with the fans in the UK.
Cindy Tervoort, marketing director at brand owners Heineken, said: “We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB. The pride and enthusiasm we experienced as a nation in 2012 was incredibly special, and we anticipate that our campaign will help the nation feel it once again.”
This is the first campaign to run across all Strongbow variants which include Strongbow Original, Strongbow Dark Fruit and Strongbow Cloudy Apple. It is supported in-store with special Team GB packaging across the whole range as well as a chance for consumers to win limited edition Strongbow Cloudy Apple pint glasses.
Headquartered in Edinburgh, Heineken employs around 2,000 people. In addition to being Britain’s leading cider and beer business, the company owns around 1,100 pubs through its Star Pubs & Bars business. Its portfolio of brands includes Foster’s, Heineken, Strongbow, Desperados, Kronenbourg1664, John Smith’s and Bulmers, plus backed by a full range of niche and specialty brands