Strongbow launches into summer marketing campaign via Clemenger BBDO Melbourne
This week marks the start of a summer marketing campaign for Strongbow. The campaign focuses on new outdoor creative featuring the music festival experience and ‘summer holiday spirit’ that is becoming synonymous with Strongbow.
The colourful imagery features a group of festival goers enjoying the sunshine and Strongbow alongside the brand’s hugely successful experiential activation – the SS Strongbow.
The national summer music festival outdoor campaign was created by Clemenger BBDO Melbourne to align with the brand’s increased presence at music festivals around the country. Strongbow will be available at 25 of the best Australian music festivals and will continue its experiential activity with the SS Strongbow. Following a successful activation at Splendour in the Grass in July, the SS Strongbow will also dock at Stereosonic Sydney (26 November) and Melbourne (3 December) and Southbound in Western Australia (7-8 January).
According to Clive Coleman, group marketing manager for Cider, the energy of the Strongbow brand and strong connection to the Australian summer really shines through in the all-encompassing summer marketing drive.
Says Coleman: “Everything we do with Strongbow is about capturing that summer holiday spirit and music festivals are a key occasion for this, it’s where friends come together to enjoy music and have fun. We think this new creative will really resonate with Strongbow drinkers. We love it.”
While the music festival outdoor campaign is the focus for Strongbow’s above the line activity over summer, the seasonal marketing campaign also includes a continued TV presence, public relations, music festival sponsorships, experiential activity, social media and an amazing summer’s eve event for 200 invited guests on 30 November.
CAMPAIGN CREDITS
Client:
Carlton United Brewers – Strongbow
Clive Coleman – Group Marketing Manager
Carlie Galloway – Senior Brand Manager
Rob Elder – Assistant Brand Manager
Agency:
Clemenger BBDO Melbourne
Photographer: Sean Izzard for The Pool
Retouching: Cream
6 Comments
Now THAT is advertising.
Sublime.
Enjoy the beautiful simplicity of deciding to forgo an silly old ‘idea’ in favour of showing beautiful people drinking the product. All happy.
Very average execution.
What a cracking headline…I wish I had thought of it.
Nice graphics around the type just make it sing.
Get it into AWARD ASAP.
I particularly like how they’ve subtly added the bottle and glass with an almost punklike disregard for how it sits in the layout.
“… the brand’s hugely successful experiential activation – the SS Strongbow.”
Yeah, hugely.
From the press release:
The national summer music festival outdoor campaign was created by Clemenger BBDO Melbourne to align with the brand’s increased presence at music festivals around the country. Strongbow will be available at 25 of the best Australian music festivals and will continue its experiential activity with the SS Strongbow. Following a successful activation at Splendour in the Grass in July.
From the Splendour website:
What items ARE NOT ALLOWED inside the entertainment precinct at Splendour?
Glass.