Heineken USA’s Strongbow Hard Apple Ciders has renewed its relationship with Sir Patrick Stewart with a new campaign that highlights the brand's range of flavors.
The humorous spots, created by Strongbow’s agency partner Droga5, poke fun at Stewart’s impressive acting range.
The campaign includes multiple TV spots, the first of which debuts this week on the brand’s YouTube page and breaks on TV nationally March 7.
The effort follows the brand’s “All You Need Is Ice” campaign that launched in March 2015. It highlighted how Strongbow over ice is the “bestest” cider, to a point that a celebrity of the Sir Patrick’s caliber is not required to get consumers to try it.
The launch will be supported through a mix of traditional and paid media, digital, PR and experiential marketing with the remaining spots launching later this summer. One TV spot from the 2015 campaign will return.
“Sir Patrick has an amazing sense of humor and just like
Strongbow, he doesn’t take himself too seriously,” says Alejandra de Obeso, brand director, Strongbow, Heineken USA, in a release. “He has embraced how fun and approachable our
product is, while also showing a side of his personality that people may not have seen before.”
Currently the fastest-growing hard cider in the U.S. in total sales, over the past year Strongbow has tripled its market share in the off-premise, outperforming the cider category growth eight times over, according to Nielsen.
Strongbow’s flavors include Strongbow Gold Apple, Strongbow Honey, Strongbow Ginger and Strongbow Red Berries, all available in a Variety Pack, which includes three bottles of each flavor and is sold nationally year-round. The brand will reveal a new flavor launching in March 2016.