Cloudfactory Goes Back to Nature in New Strongbow Campaign
The world’s leading cider brand, Strongbow Apple Ciders, has launched a new global marketing campaign, called ‘Nature Remix’. Through a series of coordinated “acts” in seven cities around the world, the campaign aims to reconnect city dwelling consumers with nature, making their everyday environment a more enjoyable place to live.
The campaign, co-created with Cloudfactory, comprises experiential activity, as well as a new TV commercial, digital films and social media amplification. All activity focuses on the brand’s range of nature-inspired, flavoured ciders; Gold Apple, Honey, Red Berries, Elderflower and Dark Fruit.
To launch the Nature Remix campaign, Strongbow Apple Ciders created an orchard in central Johannesburg, South Africa. Local gardeners planted apple trees in a derelict urban space, and built a giant tree whose branches grew through the windows of an abandoned tower block. Filmed by award winning director Fredrik Bond, the first act of the campaign forms the basis of the new TV commercial.
All trees used in the campaign were donated to the university fruit garden, bringing nature to the city and leaving a tangible legacy.
Jiri Rakosnik, Global Marketing Manager, Cider at HEINEKEN, said; “The zeitgeist among millennials is to try to make the world a better place to live, through a series of small actions that add up to more than the sum of their parts. The new campaign takes this insight and invites consumers to bring nature back into their city in a creativeand enjoyable way. Our launch in Johannesburg is just the beginning. We have future acts planned in Toronto, Bucharest, Bratislava, Prague, Lisbon and Vietnam.”
Category: Alcoholic drinks , Cider