HEINEKEN has teamed up England fast bowling star Jimmy Anderson to bring a new through-the-line dimension to its Strongbow EARN IT summer marketing campaign.
The brand enhancement programme, which kicks off in June, aims to introduce a ‘participation platform’ encouraging members of the public to step out of their comfort zone and recognise Strongbow as a brand that rewards those who EARN IT.
To promote the EARN IT initiative HEINEKEN has engaged St Luke’s to create a new 60” TV execution entitled ‘Moment of Truth’. Launching on 3 June with media planning and buying through MediaVest, the ad follows a group of friends in three different situations: delivering a best man’s speech, potting the black to win an important frame of snooker and stepping up to take a crucial penalty.
Michael Gillane, brand director – ciders at HEINEKEN said, “The aim of the EARN IT participation platform and the new advertising is to encourage our target audience to leave their comfort zone and face life’s everyday challenges. In doing so, we will deepen brand engagement and connect with Strongbow loyalists on a more meaningful level."
Inspired by ‘I could do better myself’ pub banter the campaign invites the nation to step up and take part in a number of challenges, including a cricket challenge with Anderson that will be promoted via Strongbow’s online channels and Video on Demand ads.
Of Anderson’s involvement, Gillane added: “The first EARN IT challenge fits well with the fact that the Ashes are taking place this summer, when thousands of people all over the country will wonder what it would be like to face a world-class fast bowler in full flight.”
Ten finalists who enter through the Strongbow site will be invited to take part in the EARN IT training day, where a top coach will help them prepare to take on England’s 300-wicket taker. One lucky winner will then have the chance to step up to the wicket and face Anderson at a famous cricket ground later this summer.