By John Glenday, Reporter

April 29, 2022 | 2 min read

Strongbow has launched a £12m campaign for its new low-calorie variant Ultra Dark Fruit.

Inviting consumers to ‘Drink the G.O.A.T,’ the unlikely purple goat mascot stars in the nationwide out-of-home (OOH) campaign spanning TV, social media, video-on-demand and a sampling drive.

Heineken UK cider brand director Rachel Holms said: “The goat brings an element of joy to the campaign, landing the refreshing elements of Strongbow Ultra to consumers OOH. The G.O.A.T is Strongbow’s most intriguing media approach to date and will drive both fame and talkability.”

Otherway founder Jono Holt added: “The G.O.A.T is a well-known symbol of greatness across modern pop culture, and we thought it would be entertaining to claim our greatness in the drink world as well, hence the purple goat was born. If the goat doesn’t do it for you, then hopefully the accompanying track Daga Da, by DJ Sammy Virji, will bring a smile to your face.”

Launching with a takeover of Oxford Circus Tube Station, the marauding goat is set to become a staple up and down the country, including a themed makeover of the Strongbow Yard at the Isle of White festival.

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