The beer company Strongbow has launched a new summer outdoor marketing campaign. This campaign is specifically designed to capture the holiday spirit.
Christmastime in Australia may seem odd from those who come from cooler climates. The last few months of the years are generally spent on the beach, enjoying the good weather. This is also the time of year where music festivals start to pop up.
Strongbow has decided to capitalize on this by hiring advertising and marketing firm Clemenger BBDO Melbourne. The finished campaign features a music festival theme. It contains outdoor executions and an experimental activation. Strongbow will also be utilizing printing services such as flyer printing to promote their product. This is all being done so that the company can increase brand awareness at music festivals throughout Australia.
Currently there are over 25 festivals planned for the summer period. Strongbow hopes to have a presence at the majority of them.
The business is going out of its way to introduce their product to young consumers. In fact the agency responsible for the campaign has also booked television spots and plans on implementing a social media campaign. The company also plans on holding a summer event for 200 invited guests.
Overall the marketing plan looks strong enough to draw the attention of young concert goers. However, as many other beer brands will be targeting this market, consumers may feel overwhelmed by multiple campaigns. Many youth orientated brands use music festivals as a forum to reach younger consumers.
