The promotional activity will run in both on-trade and take-home sectors, including grocery stores, off-licenses and over 6,000 bars across the UK. Along with the opportunity to enjoy Napster, Strongbow drinkers could also be in with a chance of winning exclusive ‘Golden Passes’, supplied by Ticketmaster, which offer £1,000 worth of live entertainment.
“Scottish & Newcastle is an excellent marketing partner for us because we share similar brand values and is also well known for its involvement on the UK music festival scene,” said Leanne Sharman, VP & UK general manager of Napster.
Richard Glover, customer activation manager at Scottish & Newcastle, said: “Strongbow is the no. 1 cider in the UK in a reinvigorated and fast growing category. Whilst campaigns to date have been successful, we needed to build brand equity through a consistent promotional platform and better integration with our ATL proposition. Our Napster partnership really gives us credibility in this arena and underpins Strongbow’s positioning in terms of facilitating good times with friends.”
…ends