Heineken has launched ‘Refreshing the Nation’, a new campaign for its Strongbow cider brand that runs until 31 July 2026 across TV, out of home and digital.
The campaign focuses on celebrating everyday moments of refreshment, with a creative approach built around regional language and expressions from across the UK.
At the centre of the activity is a focus on how the first sip of Strongbow can prompt different reactions depending on where consumers are in the country. The outdoor campaign features more than 50 different posters running simultaneously in specific locations, each using regionally recognisable phrases – including ‘Braw’ in Scotland.
A shopper promotion runs alongside the campaign, giving consumers the chance to win branded Strongbow sliders by purchasing the product and scanning to enter.
Retailers can buy activation packs from Unitas and Bestway depots.
The campaign comes alongside updated packaging designed to emphasise refreshment cues and highlight fruit imagery to help the range stand out on shelf.
Strongbow remains the UK’s number one cider, with Strongbow Original generating more than £125m in annual value sales. Strongbow Dark Fruit holds a 48% value share of the flavoured cider segment, while Strongbow Strawberry, launched in June 2024, has reached a 0.6% share of the category.
