Bulmers to align brand with 'beginning of the weekend' with multi-million pound push

Bulmers: new positioning on TV
Bulmers: new positioning on TV

Bulmers is rolling out its first major marketing push, including TV advertising, using its new creative positioning which seeks to align the cider with the beginning of the weekend.

The Heineken-owned brand will roll out a 60-second spot, created by Adam & Eve/DDB, on March 4. It follows groups of young people enjoying a summer night in the city, but, as the ad continues, it becomes clear that the journeys and events are being played out in reverse.  

The ad ends at the beginning, with the first drink of the evening with the aim of showing that Bulmers over ice is the "perfect way to begin great times with friends".

The work, which was planned and bought by MediaVest, is the first TV ad using the new brand positioning "In the Beginning" and builds on print and outdoor activity launched last summer to celebrate the founding of HP Bulmer cider company in Hereford in 1887.

Michael Gillane, Heineken brand director for ciders, said: "The new advertising is part of a multi-million pound marketing campaign for the brand encompassing TV, digital and social media and a multi-media partnership which will celebrate the beginning of the weekend for 10 weeks over the summer."

As well as TV, the drive will include outdoor, digital, social and experiential activity.

Bulmers is also introducing two new 4% ABV bottled ciders: ‘Bulmers Cider Bold Black Cherry’ and ‘Bulmers Cider Pressed Red Grape’, a blend of apple cider and red grapes.

Discussion

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

Latest

Virgin, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug
Thetrainline.com backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Subway considers taking fast food to fast lane with F1 sponsorship
Burberry's flagship Shanghai store facade responds to weather changes
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands