ABSTRACT
In 2013, the cider category was booming. Strongbow has pushed the narrative of craft and quality. While the brand has launched new flavours, it has emphasized that the new flavours are all based in traditional cider-production methods, continuously strengthening the authenticity of the brand. The exhibit below showcases an example of a Strongbow campaign. Strongbow Apple Ciders launched its “Nature Remix” campaign in April 2017 as it seeks to extend its appeal among millennials on a global scale by positioning itself as a brand “with a positive point of view”. Jiri Rakosnik added that the brand also desires to fit in with a trend among millennials to connect with nature. Consumers competing for a brand’s attention are something Sherwood-Smith says is “unusual for a mainstream brand”. Despite the reluctance for feminine marketing the brand has worked hard to get more female drinkers and Sherwood-Smith estimates that 45% of its clientele are women.
