WE MAKE BRANDS SING/STRONGBOW
To celebrate the Royal Wedding, Strongbow introduced its new Rose Apple Hard Cider and a limited-edition Royal Rose Teacup Set perfect for royal wedding TV viewing parties.
Royal weddings are ratings gold. According to Nielsen, 29 million people tuned in to Prince Harry and Meghan Markle nuptial-themed programming airing across 15 different broadcast and cable networks. We helped client Heineken build awareness for hard-cider brand Strongbow by tapping into this royal wedding fever.
Since so many stars planned to attend the wedding—from sports icons David Beckham and Serena Williams to screen stars George Clooney, Idris Elba, and Meghan’s close friend Priyanka Chopra—we recommended a celebrity strategy Strongbow could own.
Royal Wedding Fever
We worked with the Strongbow team to curate a robust celebrity partnership with touchpoints across multiple channels. Through our strong entertainment-industry connections, we enlisted “Queer Eye” hosts Antoni Porowski (food and wine expert) and Jonathan Van Ness (grooming guru) to host wedding-themed Strongbow “tea” parties, a tactic to tap into the recent buzz around the reboot on Netflix. The hosts helped American viewers cheers the Royal Wedding with their own tea party and limited-edition Royal Rose Teacup Set. These custom-content segments aired on “Extra,” and together with social media amplifications and PR, we generated more than 65 million impressions, 130K likes and 1,061 comments on Instagram to build awareness and generate sales.