The campaign, which kicks off this week, will involve a “huge” communications plan around the new variant which the company calls a “premium, Strongbow take on cloudy cider” that is an effort to “keep consumers with the brand for longer”.
Emma Sherwood-Smith, Heineken UK’s cider director, told Marketing Week: “Strongbow was the first mainstream cider brand and for many years enjoyed a huge share of the marketplace, but over recent years increased competitiveness across both draught and packaged cider has been tough.”
She said that given the size of the brand consumers often question its quality compared to more “niche brands”, something Read full story ›
Source: Marketing Week
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