Strongbow Cider
Attracting Millennials

Situation

Strongbow Cider was new to the US market in 2016 and up against Angry Orchard who dominated both sales and media coverage. Strongbow aimed to breakthrough and attract 20-somethings who were known as Urban Achievers – those who were new to city life while being open, curious and excited by the novelty of their new environment.

Solution

One thing we knew the millennial target was facing in their new city life was the potential of Nature Deficit Disorder: the idea that humans are spending less time outdoors than they have in the past, and, that this change would result in a range of behavioral problems. Nature reduces stress, aids recovery, enhances cognitive skills and more. Research has also shown that we’re more generous in the presence of nature. 

62% of millennials prefer to live in mixed use communities found in urban centers. Specifically, cities that follow biophilic city design: places where abundant nature weaves through our everyday lives.

We’d position Strongbow Cider as the cider made with real apples from orchards. Its crisp and delicious flavor helps bring a bit of nature to millennials every day, helping them to recharge and reconnect.

Creative 

Partner Strongbow with Swale, a floating food forest on New York’s waterways providing fresh fruit and vegetables to anyone who came aboard. Together, Strongbow and Swale would inject nature into city-life. Apple trees would be added to Swale’s floating garden to make it a floating apple orchard. Millennials - and visitors of any age - could visit the garden, enjoy a Strongbow and some time to reconnect with nature, while picking some fresh fruit and vegetables. 

Seth’s Role

Lead strategist at Current Global