Lowe wins pan-European Strongbow Gold account

LONDON - Lowe Worldwide has won the pan-European ad account for Heineken International's Strongbow Gold.

Strongbow: Lowe will handle Strongbow Gold
Strongbow: Lowe will handle Strongbow Gold

It picked up the business after a pitch against three undisclosed agency networks. Steven Greaves, the international cider marketing manager at Heineken, handled the process.

Lowe will now be responsible for launching the brand across Europe, before a potential international roll-out later in the year.

The brief will not cover the UK, where St Luke's will continue to handle the Strongbow account. The Gold variant will not be sold in the UK.

Strongbow introduced its Gold branding in 2007 and has already launched the product in France, Germany and Spain, but it has not been given a significant marketing push.

Lowe will not only be briefed to introduce the brand into markets where cider is already popular, but will also be required to launch the category in many regions where it is not yet available.

Michael Wall, the chief executive of Lowe Worldwide, said: "Strongbow is the largest cider brand in the world, mainly driven by the UK at the moment. We look forward to the challenge of working with Heineken International to help them grow the brand across the rest of Europe. Heineken understands creativity and has major ambitions for Strongbow Gold."

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Martin Freeman fronts Vodafone UK's first integrated ad campaign by Ogilvy

The Hobbit and Sherlock star Martin Freeman plays a rude wedding guest in Vodafone's first integrated ad campaign since the telecoms giant moved its UK ad business to Ogilvy & Mather earlier this year.

Case study: How 'This girl can' got 1.6 million women exercising
Shares0
Share

1 Case study: How 'This girl can' got 1.6 million women exercising

"This girl can" was based on a powerful insight: that the fear of judgement by others is the primary barrier holding women back from participating in sport.

Just published

More