This follows RPM’s recent work with the Strongbow-sponsored Tough Mudder event, which involves a series of challenging obstacle courses. The next one takes place on 8 June at Matterley Estate near Winchester.
The strategy was created to target a younger male audience, with the strap line designed to reward those who take on tough challenges.
Michael Gillane, brand director of ciders at Heineken, said: "The aim of the Earn It participation platform and the new advertising is to encourage our target audience to leave their comfort zone and face life’s everyday challenges. In doing so, we will deepen brand engagement and connect with Strongbow loyalists on a more meaningful level."
As part of Strongbow’s brand activation at Tough Mudder, participants are rewarded with a pint of Strongbow as they cross the finish line, next to the ten metre-high Earn It statue.
The Earn It concept will be extended by offering consumers the chance to take on celebrity sportsmen at their own game, for example taking a penalty against a well-known goalkeeper.
Tim Jones, senior strategist at RPM, said: "Strongbow is evolving from being the pint for men who graft to a brand that inspires and rewards men who step out of their comfort zone and genuinely earn their pint."
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by