Strongbow reveals new tagline ‘hand-picked by hand’
Cider brand Strongbow will use the Australia Day long weekend to launch the first TV and outdoor campaign for the brand since 2010,introducing the brand’s new tagline ‘hand-picked by hand’.
The ‘Hand-picked by hand’ campaign, created by Clemenger BBDO Melbourne, focuses on the pickers in the ‘Strongbow Orchard’.
Clemenger BBDO Melbourne creative director Ant Keogh said in a statement: “The Strongbow Orchard is a world where down-to-earth characters obsess over their craft; hand-picking apples.”
Wow. ‘Hand-picked by hand’. Beats ‘hand-picked by feet’.
But handpicking would be more labour intensive, making the product more expensive. I’ll take the opposition thanks.
It will be fascinating to see whether this new activity and recent packaging changes can help claw back some of the lost ground that has been recently trampled over by all the hipster new cider upstarts.
The inner city hipsters wouldn’t be seen dead drinking Strongbow no matter what they did but these spots I think will really cut through and engage with consumers.
Clever in that with the hand picked message, they can try and assume some of the emotional category benefits associated with being natural, handcrafted etc.. However, please correct me if I am wrong, but am guessing that Strongbow is still made from apple concentrate? rather from scratch.
I can’t help thinking though that they are missing an opportunity to make more of their expertise and heritage in making cider and being on the market for such a long time vs their competitors. Sure many cider drinkers couldn’t care less about heritage but most cider brands are trying to own the same emotional category benefits of natural and handcrafted..
cute spots. CUB/Clems are doing some nice, simple, focused work of late.
I thought Strongbow was made from apple concentrate shipped in from south america? Perhaps the flagons are handpicked off the wharf?
Good ads, shame the agency chose to ignore the director and production company in the credits.