Heineken UK has unveiled Strongbow’s ‘biggest’ and ‘boldest’ redesign to attract a new generation of cider drinkers.
The brand’s black and gold colour palette, which was first created in 1960, will be replaced with a new colourful design, however will still feature Strongbow’s archer logo.
Created with in-store findability and shelf standout in mind, the re-vamped products will be hitting supermarket shelves this month alongside a brand new flavour, Tropical Cider.
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The mango and pineapple flavoured 4% ABV drink will be available in 500ml bottles and 4 x 440ml can multipacks, which Heineken UK cider brand director, Rachel Holms has said will “further encourage new drinkers into the cider category, providing experimental consumers with an exciting new flavour to try whatever the occasion.”
Speaking of the entire redesign, she said: “This is a huge milestone in the 63 years of Strongbow.”
“It’s a new design that not only resonates and engages our loyal consumer base, but something that also appeals to new cider and Strongbow drinkers, and the start of a new chapter for us.”
The move, which will be supported by a wider £20 million marketing campaign in April, is “only just the beginning,” for the brand as Holms added, “we’re excited to show people what else we have in store for our summer of cider.”
