Agency: St Lukes
Strongbow – the UK’s leading cider - has launched a new TV and radio advertising reinforcing the brand’s concept of Total First Pint Refreshment.
Created by St Lukes, the new TV and radio executions are part of a £27 million marketing investment that Scottish & Newcastle UK is putting behind Strongbow in 2008
The 30-second TV ad entitled ‘Roof Terrace’ takes Strongbow advertising out of the traditional pub setting, showing a thoughtful boyfriend preparing a surprise rooftop birthday party for his girlfriend…. only for the rampaging local wildlife that wreak havoc on his hard work while he is lost in the refreshment of his well earned Strongbow.
St Lukes have also created a new radio campaign which will air during afternoon programming and run concurrently with the new TV work.
Comprising four 30-second executions, voiced by David Mitchell, co-star of the BAFTA award-winning comedy, ‘Peep Show’, the campaign portrays Mitchell tempting groups of workers with “the cool, crisp refreshment of Strongbow “ – before reminding them of the work tasks they need to complete before they can collect their liquid reward with the retort, ‘It’s not your Bowtime yet!”.
Fiona Seath, Brand Manager – Strongbow at Scottish & Newcastle UK said, “The new creative has moved the brand on, taking it out of the pub whilst remaining true to the core brand essence of refreshment.”
Media buying and planning is through MediaVest