Our challenge was to drive sales beyond the traditional summer period into the comparatively quieter winter months. The strategy was to create a credible relationship with a national event that would substantially leverage brand equity and develop an association that could be used annually. Halloween was selected since it offered a natural fit, as it is linked with fun, has strong links with cider and apple-bobbing, and also has strong iconography that could be utilised. Therefore we developed a multi-disciplined, impactful and ‘ownable’ Strongbow Halloween campaign – with fantastic results.

To augment the relationship between Strongbow and Halloween, a sponsorship deal with LIVINGtv’s Most Haunted Live 3-day Halloween Special was brokered. With the Strongbow ‘bitter-sweet’ ident, presence on promotional trailers, a bespoke microsite and a HTML email, we gave the feeling that Strongbow and Halloween were intrinsically linked. This sponsorship was also supported by adverts in the ABC1 consumer press and advertorials in the trade press.We then supplied 10,000 pubs nationwide with Strongbow-branded Halloween POS and merchandise. Furthermore, Strongbow drinkers throughout the country were encouraged to participate in Strongbow’s unique Halloween promotion. Wherever anyone celebrated Halloween, Strongbow also appeared.