RPM devises Tiugh Mudder activations so that Strongbow drinkers can Earn It
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RPM, has helped Strongbow, the UK’s best-selling cider, develop a long-term strategy encapsulated in the brand’s new strapline, ‘Earn It’. The strategy is embodied in Strongbow’s new RPM-devised partnership with Tough Mudder, the masters of hardcore obstacle courses, with the next Strongbow-sponsored Tough Mudder event taking place on the 8th and 9th of June 2013.
The new strategy is designed to target broader and younger consumers, ‘Tribal Drinkers’, by positioning Strongbow as the reward for blokes who step up to epic challenges. RPM was briefed to develop the new strategy, in collaboration with Strongbow’s ATL agency, St Luke’s, in Autumn 2012.
Spearheaded by RPM’s senior strategist, Tim Jones, the agencies devised the solution of engaging Tribal Drinkers by taking everyday pub banter and raising the stakes in a dramatic way. In addition to being the driving force behind Earn It’s live campaign development, RPM was also responsible for identifying Tough Mudder’s partnership potential. The challenging nature of the events is a perfect fit for Earn It and the organisation’s strong social following creates extended content opportunities for Strongbow.
RPM’s Strongbow brand activation at Tough Mudder’s six two-day events includes a cool pint of Strongbow at the bar to reward participants as they cross the finish line, plus a giant 10-metre Earn It statue.
In addition to Strongbow’s partnership with Tough Mudder, the Earn It concept will be extended by offering consumers the chance to take on celebrity sportsmen at their own game: surviving an over from England’s famed cricketer, Jimmy Anderson, and taking a penalty against a famous goalkeeper. Because Strongbow believes every man deserves the chance to prove himself, the brand will also help with challenge training from high-profile experts and famous faces.
Consumers are able to enter a competition to win each challenge via www.strongbow.com. Interest to the site will be driven by paid-media, bought and planned by Starcom MediaVest. Earn It’s ATL campaign, including a 60-second TV execution called Moment of truth, is courtesy of St Luke’s. Digital activity comes from Lean Mean Fighting Machine with PR support by Frank.
Michael Gillane, brand director – Ciders at Heineken, said: “The aim of the Earn It participation platform and the new advertising is to encourage our target audience to leave their comfort zone and face life’s everyday challenges. In doing so, we will deepen brand engagement and connect with Strongbow loyalists on a more meaningful level.”
RPM’s senior strategist, Tim Jones, said: “Strongbow is evolving from being the pint for men who graft to a brand that inspires and rewards men who step out of their comfort zone and genuinely earn their pint. We’re confident our insights around consumer behaviour, challenges and one-upmanship will transport Strongbow into the fabric of Tribal Drinkers’ everyday lives and conversations.”
