Strongbow: Creating An Inclusive Brand

How Do You Make The UK’s Number 1 Cider Brand Inclusive To All?

That was the challenge we were set by Strongbow at the start of 2023, and it’s safe to say that through the year they really embraced the journey with open arms as we set about to bake in inclusive thinking from the ground up.

This includes consulting across a TVC to ensure strong representation and accessible ad versions, as well as making live events spaces inclusive and accessible with BSL performances, accessibility consultancy, and DE&I training. We’ve created an insights panel and activated diverse influencers as part of Strongbow’s ‘Take A Bow’ campaign and built playbooks for the brand to ensure inclusive thinking in all they do.

This is just the start, and we can’t wait to show what’s coming in 2024.

The World’s First Alcohol Brand to Integrate NaviLens on Packaging

The Challenge:

Packaging across the alcohol aisle remains largely inaccessible for Blind and Visually Impaired shoppers. Strongbow wanted to change that, making independence possible for everyone who enjoys their cider.

The Idea:

Use inclusive design to drive both brand value and real-world impact. By partnering with NaviLens, we could add simple, scannable codes that speak key product info out loud, flavour, allergens, ABV and more.

The Execution:

Working closely with the Blind community, we co-designed the rollout from insight to shelf. Implementation was fast, low-cost and seamless, with no redesigns needed, just new codes on existing packs. We then amplified the story through authentic creator content and earned PR.

The Impact:

• Category first: Strongbow became the world’s first alcohol brand to adopt NaviLens.
• Community value: restored independence and trust for Blind and VI shoppers.
• Brand value: major positive press and a new standard for accessibility in FMCG.

How Did This Initiative Take Off?

How We Integrated & Amplified

Strongbow’s addition of NaviLens to its packaging marked a simple but powerful shift, a low-cost change with huge value for blind and partially sighted drinkers. We worked with the brand team to ensure accessibility was built into the launch, then amplified the story organically across press and social.

The Results & Press Coverage

The story blew up across mainstream and trade media, earning 26 pieces of coverage (and counting) from digital outlets, sparking conversation within both disabled and non-disabled communities.

What’s Next for Brands

This launch proved that meaningful inclusion doesn’t need big budgets, just intent. We’re now exploring ways to build on the momentum through influencer-led paid amplification, and we’re using this as an impetus for more brands to consider how small, practical accessibility wins can drive disproportionate PR and community impact.