The UK’s leading cider brand Strongbow is introducing new packaging designed by PI Design.
As part of the packaging overhaul, PI Design has recreated the Strongbow archer and introduced a non-returnable bottle. The bottle is being used to try to attack the hold of premium lagers in bars and clubs. Also included in the project are the larger plastic bottles and a can for a new variant, Strongbow Smooth.
The new image of the archer – Strongbow’s brand icon – involves ditching the existing illustration. Strongbow marketing manager Paul Butler – a group account director at Coley Porter Bell in the early 1990s explains: “The archer didn’t have much personality, the new one is meaner.”
Brand owner HP Bulmer is to up its advertising spend this year, and is planning a major sales promotion campaign through Triangle to give away “a million free pints”, says Butler.
PI Design was awarded the project last November following a pitch against the incumbent Springett and unknown groups.