Strongbow's 10-metre festival installation is back

Strongbow, the cider brand owned by Heineken, has brought back its 10-metre-tall "Archer" installations at festivals for a second year.

The activation, delivered by brand experience agency Initials, is part of The Strongbow Yard which has a DJ booth made out of speakers and a bar created with shipping containers.

At night, the structure has a huge pyrotechnic display to accompany the DJ sets.

Emma Sherwood-Smith, cider director for Strongbow, said: "For the second year running, the tallest and biggest Isle of Wight brand activation was back – the Strongbow Archer, which towered over The Strongbow Yard."

The Strongbow Yard will also be at Kendal Calling and Victorious festivals.

Rachel Bateman, head of live engagement at Initials, said: "The Isle of Wight Festival was the perfect place for The Archer’s return, especially as festival crowds were dressed in gold to celebrate the festival’s 50th birthday."

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