Bulmers on TV screens as part of new marketing campaign
BULMERS is back on TV screens as part of a new marketing campaign.
Titled In the Beginning, the new advert shows a group of 20-somethings enjoying a summer night in the city.
As the advert plays, it becomes apparent that the events are being shown in reverse until the ad ends at the beginning, with the first drink of the evening, showing a pint of Bulmers over ice as the “perfect way to start great times with friends”.
[pullquote_left]Genuine product innovation is crucial to maintaining sales and momentum.[/pullquote_left]The ad is part of a multi-million pound marketing campaign for the Heineken-owned brand, which will include digital and social media activity.
Lawson Mountstevens, managing director-on-trade at Heineken, said the In the Beginning activity aims to build on last year’s ad campaign, which highlighted the heritage of the HP Bulmer cider firm, which was founded in Hereford in 1887.
“The new advertising has a natural, authentic quality that reflects the times that Bulmers drinkers enjoy with friends,” he said.
The campaign comes as two new flavoured ciders were added to the Bulmers range.
Bulmers Bold Black Cherry is described as a crisp cider cut with the taste of crushed black cherries, while Pressed Red Grape is a blend of crisp apple cider and red grapes.
Launched this month, both 4% ABV variants are available in 568ml bottles across all trade channels.
Lawson Mountstevens said the two new flavours demonstrate Heineken’s “commitment to delivering cider innovation”.
“Genuine product innovation is crucial to maintaining sales and momentum in the modern cider category and [pullquote_right]We estimate that 80% of incremental sales will come from flavoured cider by 2015.[/pullquote_right]flavoured cider has been a key driver of this success,” he added.
“Bulmers No 17 has led growth in the modern cider category since 2011 and we estimate that 80% of incremental sales will come from flavoured cider by 2015.
“It is, therefore, essential to focus innovation on this area and Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape – two of the most successful cider concepts Heineken has ever tested in consumer research – will capitalise on this outstanding opportunity by providing licensees with genuine choice and variety.”