Bulmers' latest campaign for Strongbow targets lager drinkers by outlining the lengths to which drinkers will go to work up a thirst for the brand, using the strapline 'Get a thirst first'.
The latest execution, the third in the series that replaced the brand's previous advertising featuring Johnny Vaughan, reached number seven in this week's Adwatch table, with 55% recall.
Created by TBWA/London, the ad centres on two friends betting each other they can't eat as many dry crackers as the other. They begin to eat as many as possible and, as it becomes increasingly difficult for them to swallow, the ad goes into slow-motion, highlighting the struggle. The ad then cuts to the two sitting on a sofa each clutching a can of Strongbow.
As they open their cans simultaneously and sit back to drink, the signature two arrows thud into the back of the sofa and the strapline 'Get a thirst first' appears on screen.
Two other executions broke in early September. The first shows a man dressed in red running for his life to avoid being gored by a bull in Pamplona, before ducking into a bar and panting his order for a Strongbow.
The second features five men apparently marooned at sea in a rubber dinghy.
It turns out they are just yards from shore, deliberately sweltering to build up a thirst.
The campaign aims to encourage lager drinkers to drink more Strongbow.
The brand dominates the UK cider market, with nearly 40% of cider sales and has also edged its way in to the top ten long alcoholic drinks during the past decade.
Bulmers decided on a new strategy after four years of ads starring Johnny Vaughan, which used the 'live to loaf' strapline. Jason Cobbold, account handling partner at TBWA/London, says the Johnny Vaughan campaign "gave people a positive reason to buy into the brand, giving it a kick-start out of the cider market. The new campaign communicates the refreshment of Strongbow and is a natural progression, moving the brand on."
The £8m TV ads are part of a £15m through-the-line promotion for the Strongbow brand including sampling and redesigned packaging. Media is through MindShare.
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