In celebration of the Chinese New Year, Strongbow Apple Ciders launched a unique cider campaign that's centered around the autonomous sensory meridian response (ASMR) and using quiet, soothing sounds to relax listeners. The playlist shares refreshing sounds and conveys the brand's pleasant character and reimagines some of the uncomfortable conversations that often happen during celebrations at this time of the year. For instance, track five introduces an entirely different experience based around the sound of one's "second aunt asking when you're getting married."
With the relatable scenarios, the cider campaign conveys the feelings that are generated by opening a can of the brand's cider. Additionally, each track contains a hidden promo code that may be used to redeem a four-bottle pack via Drinkies for a limited time.
Strongbow's Chinese New Year Campaign Shares Pleasant Sounds
Laura McQuarrie — February 6, 2019 — Marketing
References: cnyrefreshed.my & campaignbriefasia