Strongbow: Building Bowtime relationships to increase share of throat

This paper explains how an imaginative mobile phone-centric campaign persuaded core Strongbow drinkers to engage meaningfully with the brand and increase the frequency of their purchases. In 2007, research had shown that while Strongbow had a wide base of drinkers in the UK, they were infrequent drinkers. The challenge was to engage with a significant number of core drinkers who already knew and liked the brand and to encourage one additional purchase of Strongbow per month. This was achieved through a high impact national media campaign and a series of carefully timed weekly 'text contacts' to build the relationship with almost 100,000 responders. Top text response rates were 39 per cent and an overall increase of 40 per cent more serves per week was achieved