The Red Consultancy has been appointed by drinks company Bulmers to
provide PR support for Strongbow’s sponsorship of Leeds United FC.
Preparation on the brief is in progress at the moment in anticipation of
the unveiling of the new Leeds football strip in August. Red Consultancy
director Ed Staples will lead the project, which was awarded after a
Red’s job is to maximise the link between Strongbow and football and to
build on the increased awareness of the brand through the Johnny Vaughan
television advertising campaign. Red’s job is to make the Strongbow
sponsorship relevant to 18- to 24-year-old UK men.
’We’ll be trying to take the Johnny Vaughan ’live to loaf’ idea and make
it work for Strongbow within football. Football is a big thing for a lot
of men in this age range, and if as a product you can be associated with
it, then that is very powerful,’ said Staples.
From the start of the next football season in August, Strongbow branding
will appear on Leeds United football shirts. Leeds are currently
sponsored by computer manufacturer Packard Bell.
The shirt sponsorship is initially planned to run across the 2000 to
2003 football seasons and the Red contract, initially for one year, is
Strongbow’s current year on year growth is nine per cent and accounts
for nearly one quarter of all cider sales in the UK. Bulmer Group
profits for the last financial year, ending July 1999, were pounds 25