Strongbow Objectives
Ensure widespread product trial at any event
Align Strongbow with high profile, large capacity events in order to increase brand awareness
Associate Strongbow with events that compliment and amplify the brand’s UK market positioning of contemporary and forward thinking
Ultimately any solution needed to drive sales of product
Big Fish Solution
Exclusive cider partner of the Isle of Wight Festival
Big Fish negotiated a 3-year deal seeing Strongbow become the exclusive cider partner for the legendary Isle of Wight Festival. The solution delivered against each of Strongbow’s objectives:
The Isle of Wight partnership delivered Strongbow with festival wide pouring rights and provided an area for their experiential activity, the Bowtime Bar
As part of the deal, Strongbow achieved the right for their music line up within the Bowtime Bar to be listed as a stage of the festival, delivering them with kudos and gravitas and significantly increasing reach
As the partnership enabled Strongbow to bring their own music programming to the Bowtime Bar, they were able to select artists to best reflect their desired market positioning of contemporary and forward thinking
All festival bars were required to pour Strongbow, as well of course as Strongbow being able to supply the product within the Bowtime Bar
Strongbow & Isle of Wight Festival
Strongbow are the long-standing exclusive cider partner of the legendary Isle of Wight Festival. This partnership is negotiated and managed by Big Fish with RPM, Strongbow’s agency, leading the strategy and activation.
Business Objectives
Ensure widespread product trial at any event
Align Strongbow with high profile, large capacity events in order to increase brand awareness
Associate Strongbow with events that compliment and amplify the brand’s UK market positioning of contemporary and forward thinking
Ultimately any solution needs to drive sales of product
Solution
The Isle of Wight partnership deliver Strongbow with festival wide pouring rights, all festival bars are required to pour Strongbow, and a level of bar branding.
The partnership also provides an area for experiental activity, which in 2011 Strongbow used to host their pub, The Graft & Glory. The music line up within The Graft & Glory is listed as a stage of the festival, delivering Strongbow with kudos and significantly increasing reach of their association and status of a festival partner. As the partnership enables Strongbow to bring their own music programming to The Graft & Glory, they are able to select artists to best reflect their desired market positioning of contemporary and forward thinking.
