The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Strongbow

Strongbow follows Dark Fruit launch with new brand extension Citrus Edge coming mid-March

Author

By Gillian West, Social media manager

March 4, 2014 | 2 min read

Strongbow has unveiled ‘Citrus Edge’, a new cider cut with lemon and lime launching mid-March.

Brand and design agency Bulletproof has created the packaging for the new launch, tasked with creating a modern, yet masculine look which would appeal to a new generation of cider drinkers.

Bulletproof moved away from the brand’s traditional back colour palette instead opting for silver with flashes of vibrant yellow and lime to cue the citrus flavour.

“It was a big step to move away from Strongbow’s iconic black packaging but an important move to get consumers to reappraise the brand,” said Kate Whitehead, Strongbow UK brand manager.

“The fresh platinum palette with yellow and lime works hard to visualize the premium refreshment that the liquid delivers. Bulletproof have stretched the brand to create a fabulous partner for Strongbow Dark Fruit. I can’t wait to see it sitting proud on shelf and more importantly in shoppers’ baskets.”

Nick Rees, global creative director at Bulletproof added: “Our aim was to continue the story from the phenomenal success of Strongbow Dark Fruit, driving reappraisal from the core consumer while recruiting new cider drinkers to the brand. Removing black from the brand was something incredibly groundbreaking for Strongbow, but we feel the brand is now strong and brave enough to do it.”

A £5m marketing push will support Strongbow Citrus Edge’s launch later this month.

Strongbow

Content created with:

Bulletproof

Bulletproof is a brand agency with studios in London, New York, Singapore, Amsterdam, Sydney, Shanghai and Melbourne. Proudly independent, we exist to vanquish mediocrity...

Find out more

More from Strongbow

View all

Trending

Industry insights

View all
Add your own content +