Strongbow: Hitting the Mark - IPA Effectiveness Awards Case Study 1990

Brief Description: Following the breaking of brewery ties on cider distribution, branding and segmentation became crucial in this market. Objective: to reposition Strongbow Cider as a mainstream drinks brand. Target audience: 18-24 men. Media: TV bursts. Results: hot weather stimulated sales in the entire cider market but Strongbow dramatically increased share. Strong and positive image of the brand. ;---(TAGS)--- Full Title: Strongbow : hitting the mark ; Number: 1990/103 ; Brand Name: Strongbow ; Client: Bulmers ; IPA_ProductCoding: Drink (Cider/perry) ; Drink (Alcoholic drinks - all) ; Agency: J Walter Thompson ; Author: Donald Kerr ;