Heineken brand Strongbow Apple Ciders has launched a new worldwide marketing campaign, aimed at connecting 'urbanites' with nature.
Taking a mobile-first approach, the new 'Refreshing by Nature' tagline offers a fresh perspective on city life, the company said.
Sharon Walsh, global director of ciders at Heineken, commented on the campaign's theme, saying, "The energy the city gives, the city takes, too. We need to connect with nature to refresh our minds and keep our connections real, but we believe that urbanites do not need to leave the city to be refreshed by nature."
'Golden Moments'
The marketing campaign focuses on what it calls 'golden moments', such as meeting friends at a rooftop bar for a drink after work.
'Through a series of digital vignettes, it showcases a dual perspective combining nature and apples in the orchard with urban cider scenes in a fun, unexpected way,' the company wrote.
Walsh added, "Made from apples, Strongbow Apple Ciders is an uplifting alcoholic drink, which is typically the first drink of the evening, allowing consumers to wind down and wind up, to fully enjoy good times with their friends. The campaign encourages consumers to connect more naturally with others and make the most of their city life."
The campaign will be dispersed via digital channels, as well as traditional media, such as television. It will be rolled out in 20 markets throughout 2018.
© 2018 European Supermarket Magazine – your source for the latest retail news. Article by Karen Henderson. Click subscribe to sign up to ESM: European Supermarket Magazine.
