Heineken to ramp up social media for Bulmers and Jacques

Bulmers: incoporated social media in summer promotion of new cider variant
Bulmers: incoporated social media in summer promotion of new cider variant

Heineken is ramping up its social media activity for its Bulmers and Jacques fruit cider brands, to capitalise on the conversations taking place around them in the digital space.

The drinks maker has appointed We Are Social, following a competitive pitch, to devise a social media strategy for the brands, and step up activity later in the year, in time for summer "cider season"’

A key focus for Heineken over the year will be listening to and analysing conversations taking place about the brands on social media platforms such as Facebook and Twitter.

Gareth Turner, senior brand manager for Bulmers and Jacques, said: "We need to be fleet of foot and know what people are saying about our brands online.

"We don't want to drive the conversation too much, but when someone is talking about our brands, we want to get involved."

Both brands have been active in the social media space to date. This summer, Bulmers used social media as part of an integrated marketing campaign, to promote its new red berries and lime variant.

Jacques, whose marketing consists mainly of experiential and social media, ran a competition earlier this year on its Facebook page to find three women to become the faces of the brand, and star in press ads.

Exposure was the incumbent on the accounts, with Heineken handling some of the social media work in house.

Rival cider brand Magners has also been active in social media and in September, it became the first drinks company to sell its products directly with an f-commerce app.

Last week, Heineken upped its investment in Facebook, striking a global ad partnership to deliver campaigns on the social media platform.

Follow Sarah Shearman on Twitter: @Shearmans


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers