How has Strongbow's move to its 'bittersweet' brand strategy fared on social platforms?

Strongbow appears to have had its fill of the "Earn it" positioning it has used since 2012. In July, the biggest-selling cider brand decided instead to highlight its provenance with a TV campaign focused on the "bittersweet" nature of cider-making.

How has Strongbow's move to its 'bittersweet' brand strategy fared on social platforms?

This is despite the Heineken-owned brand placing the "Earn it" concept at the heart of its World Cup social-media activity. Its five-a-side competition #RioChallenge garnered more than 11,000 click-through enquiries.

Somewhat surprisingly, Strongbow did not implement a digital-first strategy, as its website remained emblazoned with "Earn it" and remained focused on its #RioChallenge, when the new ads broke.

It was a little more integrated with its above-the-line activity, rebranding its page and sharing the ad on Facebook.