Strongbow has unveiled a tongue-in-cheek phone hotline service to help ‘superfans’ come to terms with the brand’s recent ‘modern makeover’.
The Heineken-owned brand has ditched its iconic black and gold colours for the first time since 1960.
According to the cider company, the branding redesign has divided the nation – with hundreds of fans ‘flocking’ to social media to share their reactions.
The ‘Strongbow Hotline’ intends to counteract the ‘outpouring of Strongbow superfans’ calling for the old design to be reinstated. The dedicated service will not only provide ‘softly spoken’ advice on how to embrace change, but will even let cider drinkers leave a voicemail to get any negative or positive feelings off their chests.
“Hello, you have reached the Strongbow Hotline,” the recorded message says. “You’re probably here to complain about Strongbow’s new look, and whilst we don’t agree with you whatsoever, we understand why.”
“… And even if you aren’t a fan of our chic new look, spare a moment to judge what’s on the inside – because when it comes to Strongbow, it’s that beautiful golden liquid that will remain, and that’s what really matters.”
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The line is open round the clock for one whole month (020 8157 9593).
Heineken UK cider marketing director, Rachel Holms, added: “At Strongbow, we care deeply about the happiness of our loyal fans. We want to make sure that everyone who has been with us from the beginning, can feel positive about this change and continue on our journey with us. That’s why we created the Strongbow Hotline. We are in our transformation era, and we’re excited about it. But if you need a little more persuading, you know what to do.”
