Cider puts best foot forward


Bulmers drinkers will be in with a chance of winning personalised, colourful, high-top trainers as part of a consumer campaign to promote the brand this summer.

The campaign, which kicks off in June in both the on and off-trades, combines an on-pack promotion with social media activity inviting consumers to photograph themselves with a bottle of Bulmers and upload the image to social media.

The competition will run for three months and will be supported by a Bulmers marketing campaign featuring ads across radio and digital platforms as well as POS materials.

Emma Sherwood-Smith, of Heineken, the firm behind Bulmers, said the technology being used in the consumer competition “puts Bulmers and our consumers’ social channels at the heart of the activity”.

“And this summer, we know our consumers will be snapping their bottles to see if they’ve won their customised high-tops,” said Sherwood-Smith.