Clarke Goward's first work for Bulmers' Strongbow hard cider targets high-end consumers and emphasizes its English origin in an effort to set the beverage apart from its competitors.
The agency's print executions show solitary men taking part in activities that would be more enjoyable in pairs. Images include a lone male playing Twister, a young man alone on a seesaw and a solo rider on a tandem bicycle. The work includes the tagline, "Goes better with friends," and ends with the words, "English dry cider."
"We wanted to highlight the sociability of Strongbow in pub environments," said Anne Saleh, account supervisor at Clarke Goward in Boston. "We wanted to build awareness in bars."
Because the market is currently inundated by "malternatives," the effort attempts to position Strongbow as "a higher-end import beverage and showcase the English status" of the product, she said.
As part of its strategy, Clarke Goward decided to forgo the college market and target male import beer drinkers, ages 24-35.
Production credits go to creative director Jim Amadeo, art directors Frank Lopresti and Chris Pinkham, and copywriters Lawson Clarke and Tom Kelly.
The shop won the account of the Newton, Mass.-based client earlier this year, following a review of several agencies. Bulmers' parent company is based in Hereford, England.
The work initially takes the form of posters and point-of-purchase materials, slated to debut in bars and liquor stores in mid-September to kick off Strongbow sampling events. Print-based campaigns will follow once the brand builds momentum.
Strongbow is currently available in California, Florida, Georgia and other test markets around the country.