Something new takes aim at refreshment.

Thirst will take an unexpected hit this summer as Strongbow launches a major marketing campaign designed to refresh Canadian drinkers' palettes in bars, pubs, clubs and backyards all across the country. This is the first-ever ad campaign in Canada for this popular British beverage and all efforts will be aimed at enticing summer drinkers to try its unexpected dry and refreshing taste.

The campaign will break in several major Canadian cities and includes radio, outdoor, transit shelters, bus wraps, in bar posters and mirror decals and an online component. The creative challenges consumers to try Strongbow with the promise it will "Shatter Expectations" Is it sweet or refreshingly dry? Is it meek or does it pack a good punch? Or is it just the most thirst quenching, unique taste of the summer of 2007. The outdoor is a very simple, but striking invitation to be surprised by the taste of Strongbow. The radio features an intense drama in which Strongbow agents target unsuspecting bar patrons in the midst of choosing a beverage. Drinkers are "struck" with a revelation - Strongbow is their best choice.

"The work that Round Table has done for Strongbow captures the brand's promise in a simple, but impactful way. They understand the brand and the brand’s challenges," said Rick McCallum, Canadian Director for Scottish & Newcastle.