Heineken’s Strongbow Hard Ciders is launching a new campaign featuring actor Sir Patrick Stewart.
The tongue-in-cheek effort, created with Strongbow’s agency partner Droga5, continues to use the tagline in the brand’s first TV campaign, “Cider at its Bestest” from last year, says Alejandra de Obeso, Strongbow brand director.
“The new commercial is an evolution of this campaign,” de Obeso tells Marketing Daily. “[The spot] humorously plays off the idea that even a major celebrity of Sir Patrick Stewart’s stature is unnecessary to promote the crisp, refreshing taste of Strongbow, as Strongbow over ice is the ‘bestest’ cider experience possible. All the hard cider brand needed was ice and an award.”
The White Plains, N.Y. based beverage was named the best tasting hard cider at the 2014 World Beer Championships.
The commercial will air in two versions with alternate endings. The first 15-second spot, titled “Award,” begins airing March 17, while an alternate ending 15-second spot will debut later this year. The launch will be supported through a mix of traditional and paid media, digital, PR and experiential marketing.
Sir Patrick Stewart is the first celebrity that Strongbow has worked with.
“Sir Patrick Stewart is a living legend and his comedic wit really matches the humor of our brand. He is such a well-known celebrity, well-loved by audiences from around the world,” de Obeso says. “Sir Patrick is a fan of Strongbow, and we’re a fan of his, too. It is the best match possible in terms of creativity and humor, and we’re extremely happy to have the privilege of partnering with someone who genuinely has as big of a passion for English cider as we do.”
The effort is aimed at both men and women of legal drinking age, she says.
“Our fans tend to have more sophisticated and discerning tastes, as well as an appreciation for quality products and experiences, plus a strong interest in variety,” de Obeso says.
The campaign comes as the brand is launching two new flavors: Strongbow Red Berries and Strongbow Ginger, which are part of a new variety pack.
“We want to make sure we reach out to as many fans possible, so they can find their new favorite through DiscoverStrongbow.com,” de Obeso says.