Strongbow changes everything

Strongbow is under pressure. Cider is in fashion and new and overseas brands are making inroads into a market CUB's brand has owned for four decades.


It had a packaging design overhaul in December. The Collective's brief was to convey Strongbow's “essence of relaxed simplicity”. And its answer was to feature a bold, wood-cut style tree illustration on labels with a printed wood grain finish to reinforce the cider's origins in the orchard. The natural colouring of the labels was intended to give an earthy feel. The green glass bottle to communicate freshness.


A new advertising campaign by Clemenger BBDO Melbourne launched on Australia Day in January. Its action occurs in the Strongbow Orchard, “a world where down-to-earth characters obsess over their craft; hand-picking apples" [Ant Keogh, Clemenger executive creative director]. It is supported by an OOH campaign.


Now, Strongbow has been given the repackaging promised last year. For the first time, both Classic and Crisp Strongbow will be sold in 500 ml bottle and 10-can fridge share packs. The 500 ml bottles replace the brand's 750 ml bottles. The 355 ml bottles will remain in the range.


"Cider leads mixed drinking occasions - men and women over the age of 18 are moving to traditional and fruit ciders not only at home, but at pubs and restaurants as well," commented Craig Maclean, general manager of Cider for CUB. "When it comes to Strongbow, we want to embrace the authenticity of the brand while also evolving the look and feel of it to keep up with consumers' constant thirst for something new."