Cider brand Strongbow has launched a global marketing campaign called ‘Nature Remix’ to encourage consumers to reconnect with nature and raise awareness around its new range.
Spearheaded by seven acts in seven global cities, the campaign, co-created with Cloudfactory, merges experiential stunts, a TV commercial, digital films and social media actions to publicise new cider flavours: Gold Apple, Honey, Red Berries, Elderflower and Dark Fruit.
The first activation includes the growing of an orchard in central Johannesburg with the branches weaving through the windows of an abandoned tower block, filmed by Fredrik Bond. This marks the first of seven actions from the brand.
Jiri Rakosnik, global marketing manager of cider at Heineken, said; “The zeitgeist among millennials is to try to make the world a better place to live, through a series of small actions that add up to more than the sum of their parts.
“The new campaign takes this insight and invites consumers to bring nature back into their city in a creative and enjoyable way. Our launch in Johannesburg is just the beginning. We have future acts planned in Toronto, Bucharest, Bratislava, Prague, Lisbon and Vietnam.”