u
Cider offers a unique
opportunity to start a
conversation with those
consumers who don't
normally consider beer
BRAND BUILDING
STRONGBOW GOLD
STRONGBOW
GOLD
stroncbowgoid.hu
FACf BOOK -COM/S T RONCBOWGOID
FOCYASZO FELEIÖSSÉGGEL!
ÜJ ALKOHOLOS ALMA CIDER
A TERMËSZET KIROBBANÓ IZE
JÉCGEL AZ IGAZI
HEINEKEN will continue
its global roll-out of
Strongbow Gold.
Strongbow Gold will have
a strong presence this year
at HeinekenO-sponsored
festivals, such as Balaton
and the Unique Festival
Strongbow Gold is off to a
promising start in Hungary
Ft/0,3L
campaign. "A 'hidden camera' video of the
most popular gold dealer in the country,
György 'Goldman' Klapka, was 'leaked' on
YouTube," explains Marketing Director,
Bram Westenbrink. "He spoke about a
shipment of gold coming into the country.
"The Media picked up the story without
realising that it was a publicity stunt.
Strongbow Gold therefore received an
unexpected second round of publicity,
as stations were forced to mention the
beverage again, often with the video
footage, as Hungarian law requires
misstatements in the media to be
corrected. Through this exercise, we
have learned the value of PR in generating
cut-through and disruption when
launching a new category."
New Year, New Product
Throughout the launch, HEINEKEN
worked closely with wholesalers and
customers to ensure they understood the
brand proposition. An exclusive supply
deal for launch was sealed with Tesco,
whose European operations had already
experienced the success of cider in
other countries.
Strongbow Gold was officially launched
on New Year's Eve with parties around
Budapest. "We effectively claimed the
start of the New Year, making a conscious
link for consumers between a new year
and a new product: Strongbow Gold,"
says Bram.
"The target market for Strongbow Gold
is trendsetters: consumers living in larger
cities with an above-average income.
"On New Year's Eve, a mob team was
sent out to 70 carefully targeted bars,
distributing samples of Strongbow Gold.
Bar-goers were treated to the cider
instead of champagne at the stroke of
midnight. Encouraging trial is vital as
6
World of HEINEKEN Quarter 3 2012
