Strongbow cider is promoting the freshness of its core ingredient, the Apple, via a series of experiential trails around the city of Singapore.
The brand started teasing the campaign by hauling a ice-like sculpture to key parts of the city, emblazoned with the words “The apples are about to drop”.
This weekend, in place of the giant ice-like teaser, will be apple-dispensing machines which will also travel around the island. The machines will give out 25,000 fresh apples to people. The apples also have stickers on them which can be redeemed for Strongbow at certain bars and restaurants.
The activity has the lofty ambition of raising the profile of cider locally, as it currently only accounts for under one per cent of the alcohol sales, despite being known in other markets as a preferred drink in hot weather.
Venus Teoh, head of marketing at Strongbow distributor Asia Pacific Breweries Singapore, said: “Strongbow Apple Ciders make the perfect refreshment in Singapore’s hot and humid weather. The #AppleDrop introduces Strongbow Apple Ciders to consumers in Singapore, encouraging them to experience that refreshing cider moment and consider picking a cider at their next outing with friends.”
The locations and activity will be teased on social media throughout the campaign using the hashtag. The campaign was created by SapientNitro.