In the cider market, the primary problem was that the category was small albeit growing. Without the first-mover advantage, Strongbow is facing a challenge to differentiate itself from its competitors within the category. Besides the challenges within the market, ciders are known to be associated with drinking alone at off-trade areas or at home. People know it to be taken in-between a sweet dessert or an accompaniment for TV. Moreover, it was closely tied to being a 'starting-out' drink.
In this campaign, Strongbow differentiates itself with new mini packaging. We integrate the mini packaging communication with a topic often discussed among young working adults to encourage “work-life balance." With a packaging that attracts attention and a content piece that is relevant to target audiences, it gave us an opportunity to break the misconception towards cider. By creating a beguiling “Mini World” to bring the Mini Strongbow cans to life, we were able to generate emotional resonance with target audiences and thus, creating talkability and viewability.
The campaign was also extended to various communication touchpoints such as on-ground sampling and social media.