Mon, 07 Apr 2014 14:39:12 GMT
Heineken is launching a national campaign for its new lemon and lime packaged cider variant Strongbow Citrus Edge with a £4m campaign.
The campaign created by St Luke’s with media planning and buying through MediaVest, launches on 7 April and will run across traditional and digital outdoor sites and national and monthly press titles.
The creative is designed to initially tempt you in by surrounding the refreshing premium product by delicious looking lemons and limes. However on second glance, it becomes clear that hidden within the fruits and foliage sit vicious looking snakes protecting the product. This adds an element of mystery to provoke viewer curiosity and convey Strongbow’s unique take on “premium fruit cider refreshment with bite.”
Echoing the Strongbow EARN IT. brand proposition, the new creative tempts consumers to consider the challenge of retrieving a bottle of Strongbow Citrus Edge from the snakes within which it sits.
The campaign creative will run both solus but also in conjunction with the Dark Fruit variant – 2013’s most successful BWS launch. In this family execution, the light and luscious Citrus Edge world seamlessly intertwines with the dark and thorny Dark Fruit world offering consumers the chance to choose which flavour variant they would prefer to retrieve and EARN.
The new work will break on iconic outdoor and digital sites including The Torch, Two Towers, Eat Street and Transvision screens in major London rail stations, with the digital outdoor format featuring an innovative animated creative. The outdoor campaign will be supported by advertising in national press and monthly magazine titles.
Kate Whitehead – Strongbow Brand Manager said: “Innovation is crucial to transforming the Strongbow brand, and St Luke’s have created another bold campaign to launch what we believe will be the drink of the summer.”
Alan Young, St Luke’s Executive Creative Director, said: “This work represents another successful collaboration with Saddington Baynes who delivered to an agency and client that demanded their very best.”
Creative agency: St Luke’s
Creative Director: Al Young
Creative Director: Julian Vizard
Creative: Mick Brigdale
Planner: Dan Hulse
Business Lead: Matthew Bundy
Account Director: Lara Poole
Media agency: Starcom Media Vest
CGI/Animation: Saddington Baynes
Categories: Alcoholic Beverages, CiderSt Luke's, Mon, 07 Apr 2014 14:39:12 GMT