How do you launch the freshest, newest cider on the market when there simply aren’t any pubs fresh or new enough for the job? Simple. You open your own.
To announce the arrival of Strongbow Cloudy Apple; Radio X and Heineken joined forces to open a chain of pop-up pubs around the UK to enable thirsty punters the opportunity to enjoy a pint of this new, premium cider in the ideal environment.
With each pub hosting live broadcasts of Johnny Vaughan’s Radio X drive time show, live bands, DJs, pub quizzes and even specially created apple based food menus, the launch smashed all metrics. Brand awareness of Cloudy Apple grew from 15% to 77% amongst audiences with consideration rising 29% vs 8.8% amongst non-listeners.