Bulletproof were awarded the project by the brand's owner Heineken in April 2013 based on the strength of their existing relationship with the Strongbow UK brand team.
Bulletproof were tasked with creating a modern, yet masculine design for a new generation of cider drinkers looking for an easy drinking cider. Taking the bold move to remove black from the brand, the agency opted for a refreshing silver colour palette with flashes of vibrant yellow and lime to cue the citrus flavour.
Kate Whitehead, Strongbow UK brand manager says: "It was a big step to move away from Strongbow's iconic black packaging but an important move to get consumers to reappraise the brand. The fresh platinum palette with yellow and lime works hard to visualize the premium refreshment that the liquid delivers. Bulletproof have stretched the brand to create a fabulous partner for Strongbow Dark Fruit. I can't wait to see it sitting proud on shelf and more importantly in shoppers' baskets."
Bulletproof global creative director Nick Rees says: "Our aim was to continue the story from the phenomenal success of Strongbow Dark Fruit, driving reappraisal from the core consumer while recruiting new cider drinkers to the brand. Removing black from the brand was something incredibly groundbreaking for Strongbow, but we feel the brand is now strong and brave enough to do it."
