strongbow
digital campaign
Brief:
Get Vietnamese guys and gals of all ages
Who often misunderstand cider as a beer
To believe that Strongbow is a catalyst to enjoy moments with their friends
By communicating what chilling culture is and how they can enjoy it with style
Insight:
In Vietnam, when it comes to drinking alcoholic beverages, it means “1,2,3 dzo” or “drink as much as you can” or “drink to keep up appearances”... After a long day, young people want time to enjoy themselves, relax and rejuvenate. They need a drink to connect them with their friends better. However, they don’t want to drink beer because of high level of alcohol and the bitter taste. They also don’t want to go for soft drinks. Therefore, Strongbow Apple Ciders, fermented from the finest apples with 4,5% ABV, are the perfect choice to enjoy a relaxing night.
Strategy:
To educate a whole new category like Cider, we need something more than a trend, we need culture. And the perfect culture to tie up is “CHILL” – the act of enjoying oneself after a long day, the act of relaxing, drinking, talking with friends. That’s something young people always do without knowing what it is. Strongbow just needs to be the first one to find a way to call out its name.
Data from social media and search volume showed the rising attention of users for the topic “What to eat tonight”, “What to drink tonight”, etc. especially around the time of 6pm.
We tapped into this moment and came up with the idea “IT’S 6PM – LET’S CHILL”, highlighting the message that no matter how your day goes, at the golden hour of 6pm, you gather your friends and chill with Strongbow.
Skills involved: market analysis, competitive analysis, go-to-market plans, copywriting, content creation, creative direction, storyboarding
