Extensive Strongbow Gold
sampling was carried out
in 70 strategically targeted
bars
Strongbow Gold was
launched at key New Year's
Eve events with a shower of
golden notes
consumers are not used to the taste.
In effect, the brand is building a new
beverage category."
After the fireworks and the president's
speech, it was the first television
commercial people saw in the New Year.
In addition, they blocked all stations at
19.05 that evening. Anyone watching
television at that time, on any channel,
was treated to the globally developed
Strongbow Gold commercial.
"The emotional message and the
functional message, such as refreshment,
are successfully intertwined in the
advertising. Following airings of the
commercial, sales increased threefold."
Promoting Strongbow Gold Bars
Additional sampling was also done in
supermarkets to encourage trial of this
previously undiscovered, novel product.
"Going forward, Strongbow Gold will have
a strong presence at two Heineken®-
sponsored festivals this summer: Balaton
and the Unique Festival," adds Bram.
"An activation is also being rolled out
using the Foursquare app. This will allow
consumers to check in to Strongbow
Gold bars and receive credits for special
Strongbow Gold merchandise."
HEINEKEN plans to continue to build on
the success of these launches with further
roll-outs of Strongbow Gold in 2012. "With
two launches behind us, we're learning
how cider works across countries, our
assumptions relating to the number of
non-beer drinkers, the changing taste of
younger legal drinking age adults, and
preferences for a lower alcohol long drink
in social situations are correct, and we
are building upon this knowledge to make
Strongbow Gold a truly global winning
proposition," concludes Karen.
Quarter 3 2012 World of HEINEKEN I 7
