STRONGBÖW
GOLD
Cool Consumer
'fivbl REFRESHING APPltOCt
product with low alcohol content
Another teaser activity involved cases of golden
apples, priced at €20,000 per kilo, which
mysteriously appeared on the shelves of
greengrocers and the off-trade. All of this
generated curiosity about the golden apple, while
web-based PR activities maintained the interest.
In total, the activity generated thousands of media
reports on the web, radio, television, and in print.
Articles included stories run in the national daily
newspaper 'II Messaggero', with a readership of
273,852; leading national daily 'II Corriere delta
Sera' with a readership of 485,286; and lifestyle
magazine 'Vanity Fair*, with a readership of 278,420.
THE EVENT
With press coverage peaking, the first of 1,200
carefully selected celebrities - some of the biggest
names in showbiz and fashion - received their
exclusive invitations to the Gold Experience launch
event. In keeping with the theme, the invitations
were golden apples delivered in a Plexiglass
dome, containing the invitation to a secret party
at the dramatic Spazio Antologico in Milan. The
secret behind the invasion of the golden apple
would finally be revealed.
The Gold Experience launched Strongbow Gold
cider as the taste set to revolutionise Italian taste.
Journalists and photographers from top lifestyle
magazines, three national television reporters,
and five web TV presenters joined 47 VIPs and
celebrities on the golden carpet before being
treated to a night of music from famous DJs, a
live performance by the singer Kelis, visual
artistes, sculptors, choreographers, glamour,
fun and more. Guests adhered to a strict black,
white and gold dress-code and of course,
enjoyed Strongbow Gold over ice.
1,200 carefully selected celebrities, along with
journalists and telvision reporters, ensured that the
Gold Experience received excellent publicity
Consumers of Strongbow Gold cider are cool,
fashionable, curious, and the first to adopt new
trends. Strongbow Gold has all of the credentials to
revolutionise the Italian beverage market, and gain
acceptance in the nightlife and events of the whole
peninsular. Served over ice, it offers a pleasant
alternative to traditional sparkling wines, aperitifs
and cocktails, and is a convenient drink to share
with friends. Its light, fresh taste appeals to men and
women, particularly those looking for a more natural
