Strongbow and MTV have commissioned a new competitive-reality show, produced by Viacom’s Elephant House Studios, that will transport participants back to the glory days of being a fresher. In addition to the TV show, which is slated to launch later this year, the collaboration will spread investment across VOD, idents, social and linear.
Re-Freshers Week Presented by Strongbow, will feature a group of eight 25 to 30 year olds who are seeking to recapture the joys and freedom of being a Fresher at university – a time when ‘adulting’ was a concept far in the future, and the biggest stress was managing the busy social calendar. Living together in a student house, the contestants will compete in Freshers-week inspired tasks, brought to them by different guest judges, guaranteeing hilarious diversions from their real-life routines.
The 5 x 60-minute episodes will be overseen by a host, with one lucky winner scooping a cash prize – giving them the opportunity to refresh their own life. The concept places Strongbow’s belief that people should embrace their less serious side, front and centre of the show.
Emma Sherwood-Smith, cider brands director for Strongbow says: “This was the time of our lives when we all broke free for the first time! We got to live with brand new people, make our own life choices, try stuff out for the first time, but yet learn the skills that would set us up for the real world. Strongbow was the cider of choice throughout this major life change – and we wanted to give people the opportunity to relive these freedom years and break free from their daily routines one more incredible time!
Mark Swift, SVP UK Commercial and International Ad Sales, Viacom International Media Networks said: “Ad funded programmes are a brilliant way for brands to bring their brand personality to life. Strongbow came to us looking for a way to connect with audiences and we’ve pushed the boundaries of the brief with a fun programme concept that is certain to resonate with MTV viewers.”
As part of the partnership, Strongbow will be the headline sponsor of ‘Club MTV: Fresher’s Tour’, which takes place in September and October and is the UK’s biggest touring student club night, showcasing at 20 universities with an audience of 45,000 students.
The deal was developed by Strongbow’s agency Starcom with Sky Media and Viacom, owners of MTV.
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