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
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.