Strongbow Refreshing the UK’s largest cider brand.

Strongbow is the UK’s most popular cider brand, but the category as a whole was in steady decline. To return to growth, cider needs to connect with younger audiences.

Launched over 60 years ago, the Strongbow brand has seen its audience evolve significantly. As drinkers have become younger and more diverse, the introduction of new flavours such as Dark Fruit, Rosé, and the new Tropical means Strongbow is no longer the brand of choice for older men.

To engage this new generation of consumers, we were brought in to reinvigorate the Strongbow brand. We focused on embracing its authentic truth, celebrating the refreshing natural flavours and highlighted Strongbow’s direct tone of voice, to resonate with today’s drinker.

The new brand system reimagines the cans with colour schemes inspired by their respective flavours. The iconic archer emblem remains prominently on the front, but has been evolved to feel less masculine and more inclusive. Bold typography underscores the matter-of-fact confidence of the brand.

To anchor these changes, we introduced Strongbow’s new brand platform, ‘Take A Bow’. This is all about celebrating the people and things that bring a unique British sense of humour and happiness to everyday life. Strongbow is about everyday greatness. After all, the product is apples – it’s not trying to be anything it’s not, just a great-tasting cider.

Outdoor sites across the UK featured the new tagline, ‘Take A Bow’, alongside some straight-to-the-point copy. One billboard reads: “Imagine how refreshing beer would be if it was made from apples,” while another simply states: “Strongbow looks like this now,” with an arrow pointing to the cans.

To further support the brand’s transformation, we developed a series of short-form, culturally-led digital films designed to stand out and capture attention. We call them ‘Pips’. High-volume, high-variety bursts of culture that feed efficiently into video and display formats. In a landscape where brands need to keep up with both consumer attention and platform algorithms, this approach allows for greater creative variety and more frequent delivery.