Scottish Courage has consolidated Strongbow's direct business in Positive Thinking. The account had previously been shared between Arc and Generator, both of which repitched.

Positive Thinking won the £5m business following a review handled by matchmaking service creativebrief. The pitch also included Poulter Partners and Osmosis Marketing Communications.

The work forms part of a wider £27m promotional strategy to maintain Strongbow's market leadership.

The brand currently has 66% of the on-trade cider market and 31% of the off-trade. It appointed St Luke's to handle its advertising account last month.

Campaigns through Positive Thinking will begin in the new year. They will run in bursts throughout 2006, with a focus on the summer months and Halloween.

The work, targeting adult drinkers, will include direct mail, customer retention management, experiential activity and promotions.