Airing tonight, Strongbow – Britain’s favourite cider[2] – has launched a brand new TVC, centred around real pubs and real people, as part of a wider ATL campaign.

Two friends passionately perform the 80s classic  ‘Together in Electric Dreams’, and the powerful one minute spot builds to a spine-tingling crescendo as the locals all join in with the pub band’s rendition of the classic tune.

Set in the North of England, the 60-second advert showcases two real-life musicians, Rob Waters and Chris Kinley, playing for locals. The heart-warming, moment of real, local heroes providing enjoyment to Strongbow drinkers illustrates Britain’s unique pub culture and its sense of togetherness.

The ad ends with the familiar sound of the Strongbow arrows hitting the bar and the line ‘Refreshing People since 1960’.  And for the first time, the campaign features all three Strongbow ciders – Original, the biggest cider in the UK; Dark Fruit, launched just five years ago and already a cultural phenomenon and second biggest cider in the UK; and Strongbow Cloudy Apple – the premium, crisp and sweeter cider of the family.

Emma Sherwood-Smith, cider director at HEINEKEN says: “Strongbow has always been famous for its iconic advertising reflecting the brand’s strong roots in the Great British pub.  To remind people of all those great times in pubs, we have called upon actual local music heroes who are masters in creating an electric atmosphere that brings everyone together.

“This is the first in a series of adverts where we’ll see local heroes celebrated.  We’re going to be sharing positive, inspirational stories of the unsung heroes who make the Great British Pub so special. These are the people who bring us all together in pubs up and down the country, over a pint of Strongbow and make us feel united and proud.

“More importantly, we are going to bring this to life in pubs across the country.  Over the next few months, we’ll host a series of ‘Strongbow Nights’ that will see our local heroes perform in pubs across the UK.”

As a pioneer of mainstream cider and leader of the category, the Original is the UK’s most popular cider and sees 300,000 pints poured every day[3]. Strongbow Dark Fruit accounts for 84% of the flavoured cider market[4], with outlets experiencing a ROS increase of 44% when stocked alongside Strongbow Original[5].  Cloudy Apple completes the range, providing a great trade up option for more premium outlets.

[2] CGA Strategy 52 w/e 26 January 2019

[3] Dohler sensory cider profiling December 2015

[4] CGA Strategy 52 w/e 26 January 2019

[5] CGA CSDI Data to April 2018 – QTIR TY vs YA.

Watch the 60-second TVC now HERE