Strongbow, the dry cider brand owned by HP Bulmer, is to almost
double its ad-spend to pounds 11m in the coming year as it seeks to
capitalise on its position as tenth most popular long alcoholic drink in
the UK on-trade sector.
Spokesman George Thomas said sales of Strongbow grew by 30% year on year
to January 2001, enabling the cider to leapfrog Tennent's lager and
secure a spot in the UK top ten long alcoholic drinks chart, according
to ACNielsen. It is also number eight in the off-trade chart.
HP Bulmer aims to continue this growth and reach the top five. It has
increased its marketing budget by 40% to pounds 11m for 2001. Last year
Strongbow received pounds 6m.
Most of the budget will go on TV ads, with a new creative in the
three-year-old 'Loafing' campaign, starring Johnny Vaughan, set to air
in early summer. The execution, through TBWA/London, will be the
campaign's sixth and is likely to be a 40-second spot.
Thomas also said Strongbow has seen the benefits of its pounds 5m,
three-year sponsorship deal with Leeds United, which began last year.
.jpg)
.jpg)