The partnership, which is a first for Strongbow, will be supported by a campaign with the theme: ‘Supporting the supporters’. This will include 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 to September. Each pack will be designed with its own message, highlighting Strongbow’s of Team GB: Strongbow Original; Strike Gold Team GB, Strongbow Dark Fruit; Bring It Home Team GB and Strongbow Cloudy Apple; Aim High GB.
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.”