Strongbow has selected Loaded as its media partner for a "Loafstyle
2001" promotion - part of a major 12-month pounds 16m above- and
below-the-line marketing push for the cider brand.
The "Loafstyle" promotion, continuing the theme of its current TV
"loafing" campaign, will be supported with advertorials in the next five
issues of Loaded.
Elements of the promotion, jointly branded by Strongbow and Loaded,
include a roadshow in five major cities -London, Manchester, Glasgow,
Birmingham and Bristol - which will be promoted on Kiss FM, Key 103,
BRMB, Galaxy and Beat 106.
At promotional events held in 10,000 pubs, drinkers will be able to
enter a competition to win one of five luxury apartments for a year.
The Loaded brand will also appear on 20 million cans of Strongbow
retailed throughout the campaign.
Loaded won the brief in competition with other men's magazines. The deal
was put together by Loaded senior account executive Michael Kohn and
Dynamo Marketing Group account director Carolyn Moore.
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