“LET’S GET REAL”

Real apples, real cider, real experience, real great taste.

In a world of hype, marketing spin and fake news, Strongbow wanted to be simple, genuine and real. Whilst our competitor was feeding consumers what ‘enjoyment’ and ‘taste’ should look like, we simply created an avenue for our consumers to taste, see and experience real quality for themselves.

Using the core of what Strongbow is – a delicious cider that’s made from real apples, we turned the apple into our key differentiator and an icon of our quality and experience. The concept focused on REAL as a game-changer and conversation driver.

Implementation

The ‘Let’s Get Real’ campaign started with a series of social posts, and content pieces were developed to establish the story of REAL APPLES and quality cues before embarking on a nationwide tour with the Strongbow Orchard.

The Strongbow Orchard was a space designed for our consumers to take a break from the humdrum of city life, and see, taste and experience all that Strongbow has to offer. The centrepiece of the Orchard was the Strongbow Cider Maker – a fridge that converted real apples, plucked straight from the trees within the orchard, into a refreshing bottle of Strongbow Apple Cider - within a matter of seconds.

All of that was supplemented with key influencer engagements where they further hyped the story and showcased their experience with the Strongbow Orchard and its Cider Maker.

Timeline

4 May – 11 June 2017

• 200,000 bottles sampled with 30% conversion to sales (tagged via vouchers)

• Reach: 3.7million consumers (>50% of total non-beer drinkers’ base)

• PR value: >RM700,000 with 4% SOV

• Brand revenue growth absolute: +RM2.1 million (vs. 2016)

• Brand revenue growth: +15.7%

• Brand volume share growth: +25.9%

• Brand value share growth: +42% (vs. 2016)