The ‘Earn It’ campaign, launching this month, will include television advertising as well a competition through the brand’s website.
The inspiration behind the campaign, according to brand owner Heineken, is the ‘I could do better myself’ type of conversation that takes place between friends when they watch sporting events.
The 60-second TV ad follows a group of friends as they are faced by three different high-pressure situations: delivering a best man’s speech, potting the black in a snooker frame and taking a penalty in a football match.
As well as the advertising activity, the campaign includes an online competition encouraging consumers to take part in a series of challenges.
The first will give cricket fans the opportunity to face off against England cricketer Jimmy Anderson. Ten finalists will be selected to take part in a training day before the winning entrant is chosen to play against Anderson at a famous cricket ground later in the year.
“The aim of the Earn It participation platform and the new advertising is to encourage our target audience to leave their comfort zone and face life’s everyday challenges,” said Michael Gillane, brand director, ciders, at Heineken.
“In doing so, we will deepen brand engagement and connect with Strongbow loyalists on a more meaningful level.”
Image – The campaign includes a 60-second TV ad as well as a competition through the brand’s website.