Strongbow says that as the world's number one cider, it represents a global community that brings together friends from all over the world to enjoy life in an authentic and self-expressive manner that heightens individuality within a community. 

Signal Hill Products, known for beer brands Devil's Peak, Striped Horse and Miller Genuine Draft, has taken Strongbow into its stable. Its aim for the brand is to continue to deliver innovation and brand experiences that will elevate the brand beyond the category. 

According to Signal Hill Products, one of the ways it will achieve this is to co-create with its audience through a lens of connection and community, as opposed to the isolation and disconnect that digital campaigns can evoke.

Signal Hill with Strongbow wants to enable the community to become the co-makers of the brand and to build a modern connective playground filled with expression at its highest level. 

"'Sisonke' is a South African term referring to a group of people doing something together. Through this campaign, we want to highlight the importance of moments shared among our consumers. Hailing from all walks of life and having had different experiences, they are still able to find moments of joy and celebration," says brand manager Marco Vandeput.

Through modernity and co-creation, the global cider portfolio leader aims to encourage South Africans to tap into those cultural connections that allow them to feel closer to one another and celebrate that feeling of togetherness that makes living in eMzansi so special.

Vandeput says that as South Africans enter into the Festive Season, this campaign will keep encouraging the spirit of celebration and enjoying life together under the sun with the world's number one cider in hand.

The 'Sisonke' campaign is supported by various touchpoints, namely:
  • DOOH
  • OOH
  • AI-generated characters, and
  • influencer partnerships.

According to Signal Hill Productions, these aim to bring to life its effervescent energy inspired by where millennials and GenZers want to play. The audience is able to engage with the campaign through AI and become part of the Sisonke community seen on billboards and digital channels.

In this way, Strongbow is taking the experience to a whole new level, combining tradition with innovation by ensuring co-creation and continued elevation and disruption, Signal Hill Productions adds.

"Those looking to turn their everyday connections with friends into more memorable moments need to look no further than within the Strongbow Sisonke world. Whether you are meeting up with the fam at a Shisanyama, having a lively night out with the squad, or hosting games night namagenge, Strongbow aims to make consumer's meet-ups a lot more lively and enjoyable," concludes Vandeput.

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