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Strongbow Hard Apple Cider aims to "hit refresh" on summer with the launch of a new fully integrated 360° program, set to run May 1 – Aug. 31.
Designed to urge shoppers to experience Strongbow at its “bestest” when served over ice, the "Hit Refresh on Summer" 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.
The program will also feature retail and on-premise activation, including themed table tents, posters, coasters and banners, along with channel-specific cross-merchandising offers and Strongbow sampling events.
“With a growth rate of 72%, 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.”
White Plains, N.Y.-based Heineken USA is a subsidiary of Heineken International BV, the world's most international brewer.