Strongbow Backs New Citrus Edge With Press & Outdoor Campaign

Heineken, the UK's leading cider and beer business, is backing newly–launched lemon and lime premium cider Strongbow Citrus Edge with a £5m campaign.

The campaign breaks on April 7th and will run across traditional and digital outdoor sites and national and monthly press titles. The striking creative is designed to 'tempt in' consumers by surrounding the new product with delicious lemons and limes. Closer inspection shows that, hidden within the fruits and foliage protecting the cider, lie vicious–looking snakes.

Michael Gillane, Brand Director – Ciders at Heineken said: "The snakes bring an element of mystery and provoke consumer interest and curiosity, while subtly reinforcing Strongbow Citrus Edge's proposition of "premium fruit cider refreshment with bite."

The campaign will run through a standalone execution and in conjunction with the Strongbow Dark Fruit variant – the most successful Beer Wines and Spirits launch of 2013. In the joint execution, the light and luscious world of Strongbow Citrus Edge seamlessly intertwines with the dark and thorny world depicted by Strongbow Dark Fruit.

The new work will be showcased on iconic outdoor and digital sites and Transvision screens in major London rail stations. The outdoor campaign will be supported by advertising in national press and monthly magazine titles.

Opening up the Classic Cider segment to more new drinkers and new occasions, Strongbow Citrus Edge combines a high fruit flavor with the famous refreshment qualities of the Strongbow Original brand. The product is available in a range of different pack formats including single 500ml bottles, 4 x 440ml cans, 10 x 440ml cans and 4 x 500ml cans.