Strongbow launches ‘text to win’ promotion
22 August 2008A new Strongbow cider summer promotion in the off-trade is going in-store from this week, running on packs of the leading cider brand.
Brand owner Scottish & Newcastle UK (S&NUK) has launched the “Strongbow Bowtime” on-pack activity, which has launched in all channels of the off-trade, as a “text to win” competition lasting for 100 days with 50 prizes to win each day, including a ?2000 Smeg fridge, Strongbow Bow-etry (fridge magnet poetry word packs) and branded glassware.
Participants can text their entry to a number displayed on eight-, 10-, 15- and 20-packs of Strongbow with winners announced by text message 24 hours after each draw. The first winning entries will be announced on August 23 and the last competition draw will be held on November 30.
This latest activity for the off-trade is said to “encourage drinkers to enjoy Strongbow chilled and supports the consumer demand for products that deliver pub quality at home”.
Investment in the Strongbow Bowtime campaign also includes the sponsorship of TalkSport Drivetime, with Ian Wright and Adrian Durham until September, and TV advertising throughout the summer months. More off-trade promotions will follow through direct mail activity, with consumers set to receive money-off coupons for product in partnership with selected retailers.
Jo Lawrie, Strongbow customer marketing manager for the off-trade, said: “The Bowtime campaign is about creating a special occasion around drinking Strongbow and all our activity is aimed to create some excitement around the brand, encourage trial and recruit some new drinkers.
“Strongbow remains the leading cider in the UK and we will continue to invest heavily in the brand to ensure we maintain its position, keep existing drinkers and encourage its growth.”
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