Strongbow has announced that it will be an official partner of Team GB.
This is the first time that Strongbow has had this partnership with Team GB .
Building on the feel-good factor from London 2012, Strongbow aims to unify the nation to support Team GB by launching a campaign with the theme ’Supporting the supporters’. This will see limited edition packs across three SKUs, an on-pack promotion, a multi-million pound media campaign including TV, outdoor and digital activity as well as Strongbow hosting the Team GB Clubhouse in London.
The Team GB logo will be included on all limited edition packs, which will be available to the off-trade from June until September. Each pack will be designed with its own message, highlighting Strongbow’s support of Team GB: Strongbow Original; Strike Gold Team GB, Strongbow Dark Fruit; Bring It Home Team GB and Strongbow Cloudy Apple; Aim High Team GB.
The partnership highlights Heineken’s position as the UK’s leading cider and business, and provides a platform from which to demonstrate its commitment to the cider category.
Cindy Tervoort, marketing director for brand-owner Heineken said: “We want to bring back the excitement we all felt during London 2012 and rally the nation to get behind Team GB. The pride and enthusiasm we experienced as a nation in 2012 was incredibly special, and we anticipate that our campaign will help the nation feel it once again.
“We know how important the Olympics are for them, and our marketing will firmly position ourselves as supporting the supporters.”
Bill Sweeney, CEO, British Olympic Association, added: “The fans made the difference in 2012 and with the team competing some 6,000 miles away in Rio we want to make sure they know they have the whole nation behind them all over again. Strongbow’s commitment to supporting the supporters and celebrating success is a great way of embracing that passion for our Olympians.”
All Strongbow packs in the off-trade will feature an on-pack competition encouraging customers to enter to win a limited edition brand glass. Hundreds of glasses will be given away each day.