Strongbow: Chilly peach – unordinary launch for an extraordinary impact

Strongbow, a cider brand, promoted its new peach-flavoured cider, Chilly Peach, in Vietnam by emphasising the social aspect of drinking a Strongbow.

Campaign details

Brand: StrongbowAgency: Golden DigitalRegion: APAC

Strategy

Objective

In Festive 2022, Covid-19 has drastically affected alcoholic beverages for being non-essential, and it certainly did not exclude Strongbow - a premium apple cider brand. In which, Strongbow had to witness the decrease of sales volume, trial rate and awareness.

Strongbow decided to make a big bet on launching a new flavour, Chilly Peach, in order to bounce back its whole portfolio and win consumers' repertoire in a meaningful way.

Through global and taste researches, we have found that peach flavour has a preference and is...

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