In Australia, Strongbow is owned by CUB and is the number 1 cider. Its fresh new look packaging underpins the from-the-earth, farm qualities built into its advertising. Pack design here is the result of creativity at The Collective, and there are colour variations only for Dry, Sweet, Original, Clear and Pear.
In the UK, Strongbow is the number one cider also. It is owned by Heineken and the packaging is sophisticated and masculine – and designed by international design agency, Bulletproof.
Last year, Bulletproof created the packaging that launched Strongbow Dark Fruit, a variant with blackcurrant and blackberry juices. It was dark and dramatic – and hugely successful.
Tony Connor, Bulletproof creative director, said, "In a sea of premium flavoured cider we wanted to create a credible, accessible option for everyday cider drinkers with a powerful, masculine positioning. The matte charcoal finish ensures masculine cues, whilst remaining inherently Strongbow through our distinctive architecture and branding."
This year's new Strongbow in the UK is Citrus Edge, a cider with lemon and lime added. Bulletproof's brief was to maintain the brand's modern, masculine aura for the new variant and point to the light new citrus flavour. So it chose a silver palette with flashes of vibrant yellow and lime green.
Bulletproof global creative director Nick Rees said, "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."
"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," Kate Whitehead, Strongbow UK brand manager added.
