Strongbow, owned by Heineken, is the UK’s largest cider brand but according to reports the category is in decline. To combat this and encourage a new wave of consumers, creative studio Otherway has been brought in to freshen up Strongbow’s branding, which has remained relatively similar since 1963. The biggest change is a new can design to tie in with the release of a new tropical flavour later this year.

“To reinvigorate not only the brand, but also the category, [Strongbow] wanted major change,” Jono Holt, founder of Otherway, tells CR. “New cans, new flavours and a new brand platform. To get back into growth, cider has to connect with younger audiences.”