Heineken has invested £4m in a promotional campaign for its new lemon and lime cider variant Strongbow Citrus Edge.
Created by St Luke’s, with media planning and buying handled by MediaVest, the activity will run across traditional and digital outdoor sites from today (Monday 7 April) with additional placement in national and monthly press titles.
The creative has been designed on two levels; first drawing the consumer in by surrounding the product with refreshing looking lemons and limes. Upon second glance however, it becomes clear that hidden within the fruits and foliage sit vicious looking snakes, adding an air of mystery. The concept aims to echo the brands ‘Earn it’ proposition, challenging consumers to retrieve a bottle of Strongbow Citrus Edge from the snakes which surround it. “Innovation is crucial to transforming the Strongbow brand, and St Luke’s have created another bold campaign to launch what we believe will be the drink of the summer,” said Kate Whitehead, Strongbow brand manager.
The campaign creative will run both on its own and in conjunction with Strongbow’s Dark Fruit variant, which launched in 2013. The family execution sees the light and luscious Citrus Edge world intertwine with the dark and thorny Dark Fruit world, offering consumers the chance to choose which variant they would rather ‘Earn’.
Outdoor and digital sites running the work include The Torch, Two Towers, Eat Street and Transvision screens in major London rail stations, with the digital outdoor format featuring animated creative.
