What's Happening?
Strongbow, a cider brand under Heineken, is actively working to transform its image from a 'dark, masculine brand' to one that represents inclusivity and accessibility across British culture. Rachel Holms, the marketing director, emphasizes the brand's
journey to become the world's most inclusive cider brand by integrating accessibility into its core processes. Strongbow has partnered with the inclusive agency Purple Goat to ensure that inclusivity is not just an add-on but a fundamental aspect of the brand's operations. This includes initiatives like featuring NaviLens QR codes on cans to assist blind and partially-sighted individuals and introducing ramps in pubs to improve accessibility for disabled consumers.
Why It's Important?
The shift towards inclusivity and accessibility by Strongbow reflects broader industry trends where brands are increasingly recognizing the importance of representing diverse communities authentically. This move not only aligns with ethical marketing practices but also expands the brand's consumer base by making its products and venues more accessible. By prioritizing inclusivity, Strongbow is likely to enhance its brand reputation and customer loyalty, potentially leading to increased market share. The initiative also sets a precedent for other brands to follow, highlighting the commercial benefits of embracing diversity and accessibility.
What's Next?
Strongbow's partnership with Purple Goat and its commitment to inclusivity suggest ongoing efforts to refine its marketing strategies and product offerings. The brand is expected to continue collaborating with agencies and communities to better understand and meet the needs of diverse consumer groups. Future campaigns may further integrate accessibility features and inclusive representation, potentially influencing industry standards. As Strongbow progresses, it may inspire other brands to adopt similar approaches, fostering a more inclusive market environment.
Beyond the Headlines
Strongbow's transformation highlights the ethical dimension of marketing, where brands are increasingly held accountable for their representation of marginalized groups. This shift may lead to long-term changes in consumer expectations, where inclusivity becomes a standard rather than an exception. The brand's efforts also underscore the importance of collaboration with specialized agencies to navigate the complexities of inclusivity, offering a model for other companies seeking to enhance their social responsibility.
