Campaign Media Awards: Alcoholic Drinks

Campaign looks at how Heineken brewed up the Radio X launch campaign for its Strongbow Cloudy Apple premium cider, which won the Alcoholic Drinks prize at the Campaign Media Awards 2018.

Campaign Media Awards: Alcoholic Drinks

Winner

The Cloudy Apple on Radio X

Cloudy Apple/Heineken, Publicis Media and Global, The Media & Entertainment Group


To mark the launch of Strongbow Cloudy Apple, Heineken wanted to showcase the brand in some of the UK’s newest and freshest pubs, to reflect the drink’s characteristics. Perceiving a lack of suitable pubs on offer, Cloudy Apple did the next best thing – it opened some of its own.

The brand partnered Radio X to transform five pubs, in Bristol, Manchester, Birmingham, London and Liverpool. The Strongbow Cloudy Apple Pub featured entertainment including comedians, pub quizzes and live DJ sets, including broadcasts of Johnny Vaughan’s Radio X drivetime show.

A number of artists popular with Radio X listeners, including Shed Seven, became ‘pub bands’, performing intimate acoustic sets, while some of the network’s regular shows, such as the Monday Night Pub Quiz, were broadcast live from the venues.

The pubs were designed from the ground up, with decor and menus transformed at each location to tie in with Cloudy Apple; this included bar and branding takeovers and apple-based food menus.

Social media was also used to drive footfall into the venues, with images and audio available on the Radio X website and a dedicated site for the pubs at thecloudyapple.com. The campaign smashed all targets, with brand awareness growing strongly.

SHORTLIST

Alleviating Frustration at the Station

Weve

Client company: Diageo
Brand: Gordon's Gin
Media agency: Carat UK
Senior planner/strategist: Rhianwen Hart
Media/brand manager: Annalisa Tedeschi

The Cloudy Apple on Radio X


Global, The Media & Entertainment Group

Client company: Heineken
Brand: Cloudy Apple
Media agency: Publicis Media
Media director: Duncan Child (Publicis Media)
Senior planner/strategist: Rebecca Hotston (Publicis Media)
Creative agency: Global, The Media & Entertainment Group
Media/brand manager: Leanne Johnson (Heineken)

Greene King's Summer
of Sound 2017
on Radio X

Global, The Media &
Entertainment Group

Client company: Greene King Pub Co.
Brand: Radio X beer – Amplified
Creative agency: Global, The Media & Entertainment Group
Media/brand manager:
Sue Thomas-Taylor, marketing director, Greene King Pub Co
Kiran Crawford, brand controller – premium, London & Metropolitan, Greene King Pub Co

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