Strongbow Ultra Dark Fruit Launching the G.O.A.T. of cider.

Strongbow came to us with plans to launch a new lower-calorie cider within their established portfolio. Created for a generation of drinkers who see no reason to compromise, the liquid performed brilliantly in research and gave the brand confidence to think bigger.

Our brief was simple: create a launch impossible to ignore.

Created around the platform 'Drink The G.O.A.T.', the campaign introduced a giant purple goat as the face of Strongbow Ultra Dark Fruit. Bold, distinctive and unapologetically different, it gave the brand an asset that could live everywhere from TV and social to retail and experiential.

The campaign rolled out nationally across every touchpoint. A larger-than-life character at the centre of a larger-than-life launch.

The result was Strongbow's biggest ever launch campaign, helping establish Ultra Dark Fruit as a bold new addition to the UK's biggest cider brand.