Strongbow reveals biggest ever festival activation

Josh Hall's picture
by Josh Hall

Strongbow has announced its 2019 festival activation, built around a ten metre-high figure of the brand's archer emblem.

The Strongbow Yard will play host to DJs and pyrotechnic displays, and will bring together all three of the brand's flagship ciders.

A piano duo will also take requests in the venue, mirroring Strongbow's 'Refreshing People' campaign in which a pair of local musicians appear in front of the crowd at their local pub.

The activation will debut at the Isle of Wight Festival in June, before appearing at Kendal Calling and Victorious.

Strongbow will also host the late-night After Dark tent at Kendal Calling, in support of its Dark Fruits drink.

The Strongbow Yard was developed in partnership with independent agency Initials. The company's head of experiential, Rachel Bateman, said: “Experiential has unparalleled potential to drive interest and involvement, strengthen or re-shape brand perceptions and create trust. Having worked with Strongbow for a number of years we know how important the festival season is to the brand, and how the brand experience needs to come across in this setting.

"Festivals are all about creating spontaneous memories, [and] this aligns perfectly with Strongbow’s ethos – allowing the brand to engage authentically with festival audiences.”

Heineken UK's Strongbow marketing manager Bas Bakker added: "Strongbow stands for bringing together people from all walks of life and we have a long history of doing exactly that at festivals.

"This summer we’re bringing the Strongbow Yard and its eye-catching archer back to three major UK festivals and we can’t wait to welcome festival goers with the usual mix of ice-cold Strongbow ciders and top class DJs."

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