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Heineken Gears Up For Its Largest Launch Ever

Heineken is investing £7m into the launch of Strongbow Cloudy Apple, the biggest launch in the alcohol category this year and the largest new product launch Heineken UK has ever done. The campaign, which kicks off this week, will involve a “huge” communications plan around the new variant which the company calls a “premium, Strongbow take on cloudy cider” that is an effort to “keep consumers with the brand for longer”.

Read the whole story at Marketing Week »

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