Strongbow: Taste the Chill Cider

Strongbow, a brand of cider, positioned itself as a 'chill' brand promoting optimism and positivity during the COVID-19 pandemic in Vietnam with its campaign Taste the Chill Cider.

Campaign details

Brand: StrongbowAgency: Red StarRegion: APAC

Strategy

Objective

Strongbow is the pioneer in establishing the 'chill' cultural phenomenon among millennials, providing a trendy, modern lifestyle for young Vietnamese drinkers. It previously focused on chill occasions with outdoor atmosphere and chill music, targeting millennials who look for variety and international brands to pamper their moment of relaxation.

In spite of the strong welcome towards the chill lifestyle, Strongbow still had limited brand consideration and low purchase conversion. To address the pain points, Strongbow wanted to utilize effective storytelling for the whole chill concept to involve...

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