Heineken UK has unveiled a new seasonal marketing campaign for Strongbow.
Launching from October, the ‘Spine-chilling Refreshment’ push will focus on Strongbow Dark Fruit, and would help retailers “maximise cider sales in the build-up to spooky season”, said HUK.
Halloween is the second-biggest trading week for cider during autumn, according to NIQ data.
The campaign will comprise social media promotion, influencer partnerships, and sampling targeting university campuses.
There will also be an on-pack promotion in Tesco. Ten-packs of Strongbow Dark Fruit will feature a branded Halloween sleeve and offer shoppers the chance to win “a bundle for a spooky night in”. Prizes include projectors, Tesco gift cards, Netflix gift cards and popcorn machines.
“Halloween is a fantastic event for retailers and wholesalers to get involved and have fun with, as adults up and down the country look to celebrate, dress up and socialise with friends and family,” said Rachel Holms, cider brand director at HUK.
“We’re excited to be launching our Spine-chilling Refreshment campaign to help them maximise the cider opportunity over this period, showing up where the brand has the right to play and adding value.”
The push for Strongbow comes amid sluggish sales for the cider brand and, in particular, its Dark Fruit variant.
Sales of the berry-flavoured tipple are down 11.9% on volumes down 13.1% [NIQ 52 we 19 April 2025].
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