Strongbow
The average Canadian gets only ten days of vacation per year. Now, they can have their vacation and enjoy it, too. Maximizing vacation days with a Strongbow Vacation Kit filled with branded merch designed to help people enjoy their time off to the fullest, however they choose to.
Strongbow has been a staple in the Canadian cider market for decades. For many it was the first cider, or first alcoholic beverage even, they consistently enjoyed in early adulthood. With natural ingredients, made through the traditional process of fermentation – Strongbow is cider produced the right way.
Despite this historical strength, the cider category has been shrinking year over year due to the rapid growth of other ready-to-drink offerings such as seltzers and canned cocktails. Another challenge facing the brand was an ageing customer base. In order to stay relevant, Strongbow needed to shift towards a younger Millennial target, and keep the cider category as a whole on the map.
Millennials are distracted in their everyday lives with late night work emails, the 24-hour news cycle, and constant social media use. This reality leads to craving simplicity and time away from the noise. Unfortunately, most Canadians only get two measly weeks of vacation a year. This creates pressure to enjoy their days off to the fullest; adding planning, organizing, and activity booking-stress to limited time that should be spent unwinding. Or even worse, leading some to avoid taking a day off altogether for fear of ‘wasting’ it, even when they could really benefit from some R&R.
Strongbow as a brand stands for all things natural – from our ingredients to our refreshing taste, so we wanted to help Canadians get back outdoors. We partnered with the Publicis Sport & Entertainment team to create custom Strongbow Vacation Kits, equipping our target with everything they need to make the most of their vacation, however they want to spend it. Kits were curated with functional merch for various outdoor activities; like hammocks, biking accessories, speakers, beach towels, frisbees, volleyballs, games, custom coolers, and even a two-piece set to wear on their time off. Whether they wanted to enjoy a picnic at the park, day at the beach, some hiking, biking, or simply enjoying nature – they could choose how they wanted to spend it, by entering for a chance to win.
And since time off is precious (time is money, after all), we even threw in a prepaid gift card with the cash amount equalling the average day’s pay for a livable wage in Canada. Meaning winners who took an unpaid day off, or used a vacation day to kick back with us, got something in return for their day off spent repping Strongbow. Win-win!
“As a brand rooted in natural ingredients and taste, we wanted to encourage Canadians to get outside and unwind in nature. Consumers had the desire, but not the means, to make the most of their precious vacation days – so we are relieving this tension by providing them with everything they need with our Strongbow Vacation Kits” – Vini Dalvi, Chief Creative Officer, Publicis Canada
From August 13th to September 1st, you can enter to win one of 40 Strongbow Vacation Kits. To elevate your vacation time, visit the Strongbow Vacation website and sign up for your chance to win.