Brand Experience and Activation > Product/Service
LOVE STRONGBOW PARTIES
DRAFT, Madrid / SCOTTISH & NEWCASTLE / 2006
Overview
Credits
OVERVIEW
ClientBriefOrObjective
We wanted to make Strongbow cider seem sexy and stylish via a slew of parties in English pubs and nightclubs. The “Love Strongbow” events created an atmosphere of sociability, encouraging people to interact with each other around the Strongbow brand.
Execution
Attendees received Strongbow-branded gifts with fun spicy messages that could be used to interact with other party-goers, particularly those of the opposite sex. People could get lip-shaped tickets that read “Kiss these lips to win.” Party-goers would then receive a Strongbow t-shirt or key-ring.
Outcome
Between July and the end of September 2005, we organized 1,020 parties. Strongbow sales have increased significantly since the beginning of the campaign, making it the best-selling brand of cider during the summer 2005.
Relevancy
These parties were a great way to promote the brand and what it stands for: sociability and interaction. They also encouraged word-of-mouth marketing among social circles, while the branded promotional gifts carried the message outside the party venues.
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