Bulmers, which owns the Strongbow brand, is launching the campaign, created by agency RPM, on June 1 in an attempt to strengthen Strongbow's associations with dance music and youth lifestyle. Last year, it spent £16m on above- and below-the-line marketing for Strongbow.
It claims that a similar campaign in Ibiza in 2001 recruited an estimated 40,000 new Strongbow drinkers.
The brand will make its presence felt in a four-month campaign targeting popular British tourist resorts Ibiza and Ayia Napa, as well as six UK music festivals including Homelands, V2002 and the Carling Weekend: Leeds Festival.
Activity abroad will include sampling, venue partnerships and weekly Strongbow parties. It is the first time the brand has been promoted in Ayia Napa. At the music festivals, the Strongbow Lounge will be making an appearance, featuring an underlit dancefloor and a large outdoor sundeck.
Phil Pick, brand manager for Strongbow, said: "The Strongbow Lounge is a unique summer fixture -- somewhere people have come to associate with style, music and taste. It's a great way to reach out and connect with our target market, strengthening our image and recruiting new drinkers through trial at key times of need."
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