Strongbow – Bowtime
Principal Authors: Mandi Taylor - RAPP, Robert Thurner - Incentivated Contributing Author: Celina Bublik - Incentivated
SUMMARY
This is the story of how an imaginative mobile phone – centric campaign has persuaded core Strongbow drinkers to engage meaningfully with the brand, resulting in a significant uplift in their frequency of purchase.
MARKET CONTEXT – ESTABLISHING LEADERSHIP WITH INNOVATION
2005 was boom time for the cider sector – volume and value figures shot up by 12% and 19% respectively * (source: Euromonitor International 2006) with brands such as Magners leading the way with the 'must have' over-ice...