Strongbow breaks first Canadian campaign
British beverage company Scottish & Newcastle has begun a Canadian campaign to promote its Strongbow brand of cider. This is the first ad campaign for the product in this country. It is intended to encourage Canadians to try the drink this summer. The campaign, developed by Round Table Advertising of Toronto, is taking place in several large Canadian cities. It includes radio, outdoor and transit shelter advertising, as well as bus wraps, in-bar materials and an online component. The visual creative consists of an image of a glass of Strongbow pierced by arrows, along with the tagline, “Shatter expectations.” In the radio commercials, “agents” convince bar patrons to order Strongbow. “The work that Round Table has done for Strongbow captures the brand’s promise in a simple, but impactful way,” said Rick McCallum, Canadian director for Scottish & Newcastle. “They understand the brand and the brand’s challenges.” The campaign will run until September.