The campaign invites consumers to answer a series of questions designed to reveal their “true nature”, and whether it is more Dark Fruit or Citrus Edge.
Possible results include: “You are Dark Fruit with a hint of Citrus Edge – magnificent and mysterious, you’re drawn more to the dark side. You can be unpredictable with hidden depths that unravel slowly.”
Brand unit director Emma Sherwood-Smith said: “We are very excited to launch our new Strongbow Dark Fruit and Citrus Edge digital campaign which not only engages with our target audience but showcases what’s unique and special about these fruit ciders.
“Strongbow has experienced unprecedented success with year-on-year sustained growth and we consider innovation essential to building our digital presence and bringing the brand to life online. This new digital campaign is designed to further drive awareness of our Strongbow variants and encourage incremental sales in the total cider category.”
Strongbow Dark Fruit launched in 2013 and is now worth £53 million, according to Nielsen.