Creative Creative Works Strongbow

Strongbow reveals new look cans with ‘Take a Bow’ outdoor campaign


By Amy Houston, Senior Reporter

April 26, 2023 | 3 min read

The updated brand platform and design is the work of the London-based creative agency Otherway.

Strongbow - 01

Otherway’s ad campaign for Strongbow / Otherway

Cider brand Strongbow has waved goodbye to its signature black and gold packaging after 60 years. With a hefty £20m investment behind the push, the Heineken-owned company has embraced a simpler, more colorful design in the hopes of encouraging a new wave of consumers.

Outdoor sites across the UK feature the brand’s new tagline ‘Take a Bow’ alongside some straight-to-the-point copy. One billboard reads: “Imagine how refreshing beer would be if it was made from apples,” while another simply states that “Strongbow looks like this now” with an arrow pointing to the cans.

Otherway has held the Strongbow account since 2019 after the brand moved on from Adam&Eve/DDB.

On the project, Jono Holt, partner at Otherway, said: “The Strongbow audience has dramatically changed over the years so it was time for the brand to also shift its focus. The cider category needs to appeal to younger drinkers to survive in a world where there’s never been so much choice.

"We’ve made the brand bolder, embracing the everyday greatness of Strongbow in a way that appeals to new, wider audiences with the full range. The first phase of the new work is designed to quite simply show off the new cans in all their glory and there’s lots more to come.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

Creative Creative Works Strongbow

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