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.”

The two 30-second commercials will debut on free to air and subscription TV on the public holiday supported by larger and small format outdoor ads which also feature the tagline ‘hand-picked by hand’.

Strongbow’s latest campaign coincides with the launch of a new 500ml bottles and 10-can fridge share packs.

It follows the brand’s recent packaging refresh at the end of last year.

Credits:

Clemenger BBDO:

• ECD: Ant Keogh
• Art Director: Russel Fox
• Copywriter: Wayne Ching
• TV Producer: Lisa Moro
• Print Producer: Michael Travers
• Managing Partner: Paul McMillan
• Senior Account Director: Peter Chapman
• Account Manager: Giselle Tooth
• Planning Director: Mike Derepas
• Planner: Matt Pearce

Partner Agencies

• Media Agency: MediaCom
• Digital Agency: SapientNitro
• BTL: The Zoo Republic
• PR: Liquid Ideas

Production Company: Finch Company

• Director: Brian Aldrich
• Producer: Paul S Friedmann
• Executive Producer: Karen Bryson
• DOP: Robert Humphreys
• Production Designer: Bruce Everard
• Post-Production: Method Studios
• Editor: Peter Sciberras
• Grade Artist: Edel Raferty / Roslyn Di Sisto
• Online: Ziggy Zigouras
• Sound Design: Paul Le Couteur
• Sound Design Studio: Flagstaff Studios

Miranda Ward

Miranda Ward worked for Mumbrella from 2013 to 2017, eventually becoming deputy editor. Miranda joined Mumbrella in September 2013 from Sky News.

Linkedin

topics Australia DayClemenger BBDO MelbourneStrongbow

Share Tweet Share

Got a tip?

Send Mumbrella your thoughts or provide us with more information by filling out this form. Any tips or comments will go straight to the Mumbrella editorial team. You don't need to include your details, but if you want us to reply, please include a valid email address.

• Name
• Email
• Message*
• CAPTCHA
• Comments
  This field is for validation purposes and should be left unchanged.

Comments: 6

Paul Eveleigh 25 Jan 14

Wow. ‘Hand-picked by hand’. Beats ‘hand-picked by feet’.

Reply

Admittedly I hate cider... 25 Jan 14

But handpicking would be more labour intensive, making the product more expensive. I’ll take the opposition thanks.

Reply

Konrad 26 Jan 14

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..

Reply

some guy 27 Jan 14

cute spots. CUB/Clems are doing some nice, simple, focused work of late.

Reply

concentrate please 27 Jan 14

I thought Strongbow was made from apple concentrate shipped in from south america? Perhaps the flagons are handpicked off the wharf?

Reply

Henry 28 Jan 14

Good ads, shame the agency chose to ignore the director and production company in the credits.

Reply

---