Strongbow Seeks Bite of Cider Growth With New TV Ads
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Nearly two years after gaining U.S. distribution rights for Strongbow hard cider, Heineken USA is putting the brand on TV in hopes of fueling growth in the newly crowded category.
The national TV campaign, by Droga5, is called “Cider at its Bestest,” and will be supported by “significant” spending, said Charles van Es, the importer’s senior director for global brands.
“The cider category is absolutely on fire over the last 18 months,” he said. But “we’ve got some significant competition,” he added, citing Boston Beer Co.’s Angry Orchard and new brands from MillerCoors and Anheuser-Busch InBev. “We definitely don’t want to be left behind. And we feel like we have a great story to tell and television is a fantastic medium to get a lot of people to see your message.”
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