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Head and Shoulders Above

Objective

Drive re-appraisal with the millennial audience disillusioned with mainstream cider.

Strategy

Take advantage of Strongbow’s Let’s Own It platform and festival association.

Festivals are so much more than watching the headline act – they are the sum of lots of smaller memories made with mates. So, we created a space that became a must-visit meeting place: The Strongbow Yard.

In the centre, standing tall and true, Strongbow’s iconic Archer was brought to life like never before. Surrounded by an urban junkyard feel and overlooked by a DJ booth made out of old speakers, we created ‘Own it’ hotspots where festival goers could enjoy organic moments together.

Each unique area provided a great place to hang out, enjoy a pint of Strongbow and some quality time with friends.

45,000+

visitors each year over three festivals

95%

would come back to the area at a future festival

88%

of visitors spent up to an hour in The Strongbow Yard

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