IT’S 6PM – LET’S CHILL WITH STRONGBOW
Context
Strongbow Apple Ciders has set their foot in Vietnam market since 2016. Trade activities doing well brought in decent number for sales. However, on Digital, Strongbow was not familiar to target audience in Vietnam and did not state a specific personality.
Challenge
Create a social buzz to raise the voice of Strongbow, deliver product’s functional benefits and highlight emotional benefits, reaching the ultimate goal of driving trial and retain advocacy for the brand
Insight
After a long day, young people want a time to enjoy themselves, to relax and rejuvenate. They need a drink to connect them with their friends better. However, they don’t want to drink beer because of high level of alcohol and the bitter taste. They also don’t want to go for soft drink. Therefore, Strongbow Apple Ciders, fermented from the finest apples with 4,5% ABV, is the perfect choice to enjoy a relaxing night.
Solutions
To educate a whole new category like Cider, we need something more than a trend, we need a culture. And the perfect culture to tie up is “CHILL” – a popular culture in the Europe. The act of enjoying oneself after a long day is chill, the act of relaxing, drinking, talking with friends, is chill. That’s something young people always do without knowing what it is. Strongbow just need to be the first one to find a way to call out its name.
Data from social media and search volume showed the rising attention of user for the topic “What to eat tonight”, “What to drink tonight”, etc. especially around the time of 6pm.
We tapped into this moment and came up with the idea “IT’S 6PM – LET’S CHILL”, highlight the message that no matter how your day goes, at the golden hour of 6pm, you gather your friends and chill with Strongbow.
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