Why Strongbow Teamed up to Become More Sustainable
Recently, Strongbow wanted to come up with an experiential marketing effort that would get people in NYC to interact with its alcoholic cider brand. What better way to get people interested in a major city than to create a nature experience? This is what Strongbow did with its surprising and innovative floating fruit orchard from April to May 2017 within its broader Nature Remix campaign.
Strongbow's Experiential Campaign
The brand experience featured a garden and orchard on a barge that floated on the Hudson River, stopping at various piers to connect with area residents and tourists. When the barge was stopped, people were able to pick their own apples and other produce. In the process, they would learn a thing or two about the nature they were interacting with, which was planted in a sustainable way, and about the Strongbow cider, which is free of artificial flavors and colors. And of course, participants got to try a few of Strongbow’s ciders, which is what the event was designed to promote. This floating orchard was the North American campaign for the brand, which also carried out campaigns throughout the globe as part of the Nature Remix program.
This event was a great idea to introduce people to Strongbow ciders and to provide a connection to nature that is lacking in such a large city. Even when the barge was on the move from stop to stop, it had the potential to build excitement when people would spot it and wonder what it is. The brand also created excitement through press releases, a YouTube campaign video showing work on the barge, a media cocktail party and various social media efforts. And the brand also began a program to send coasters with seeds in them to nationwide customers who can use them for their cider and then to start their own gardens. Strongbow found ways to share its natural roots and to promote the positive message of caring about the environment.
Takeaways From Strongbow’s Floating Orchard
If your brand is interested in creating an experiential event, you can gain some takeaways from Strongbow. Even if your brand has nothing to do with food or nature, there are some universal points here.
Strongbow didn’t have the know-how to create a garden on a barge, so the brand partnered with Swale, a New York City food forest on a barge. Swale helped it figure out the practical side of a floating orchard so the marketing team could focus on its specialty. In return, Strongbow’s sponsorship is helping support the Swale initiative for the rest of the year. Strongbow also gained marketing insight from PR agency Current Marketing.
Further, Strongbow really stuck to the mission of experiential marketing by creating an event that directly tied into its product. Orchards are used to create the cider, so it gave people a chance to experience an orchard. You could try the same method by creating an event that connects to your product in some way, whether it shares a piece of the creation process like Strongbow did, ties into a culture surrounding your product or makes some other connection.