Purple Goat, the world’s first disability-led marketing agency, partnered with Strongbow to help the cider brand realise its ambition of becoming the most inclusive cider brand in the UK. As part of our ongoing work with WPP Media, Propeller was tasked with amplifying this work through PR, and securing high-value coverage that would build credibility for Purple Goat, highlight Strongbow’s long-term commitment to inclusion, and demonstrate the commercial opportunity of the disabled audience.
The Brief
Propeller was tasked with:
- Positioning Purple Goat as the leading expert in inclusive marketing
- Securing earned media that would spotlight the Strongbow partnership as a category-shifting case study
- Turning a multi-year brand journey into sustained PR moments - not a one-off campaign story
Our Approach
We told the story as a long-term transformation of a major FMCG brand rather than a one-off inclusive campaign. To do this, we distributed a targeted press release aligned to Strongbow’s brand relaunch and long-term commitment to inclusion - becoming the first major alcohol brand in the world to add an assistive technology feature directly to its packaging, and focusing on their partnership with Purple Goat who led the research into how Strongbow’s packaging is experienced by blind and visually impaired consumers.
We then followed this with a dedicated, in-depth interview with Marketing Week, expanding on the initial announcement to provide deeper context around the strategy, rationale and impact of the partnership. This two-step approach helped extend the lifecycle of the story, moving it beyond a single news moment and reinforcing Strongbow’s positioning as the most inclusive cider brand in the UK.
Results
- 26 pieces of earned media coverage
- 92.1K estimated views and 4.52M total audience reach
- Features across Marketing Week, The Grocer, Marketing Beat, Creativebrief, Retail Gazette and more.
- Elevated Purple Goat from “specialist agency” to a leading voice in mainstream brand marketing