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July 15, 2009

Cider brand creates British summer experience

Bulmers has launched an experiential campaign that involves taking its popular cider brand direct to the UK public over the coming months.

Integrated agency Exposure has created the apothecary-themed experience, housing a sampling bar, which it will take on the road, visiting a diverse range of iconic fixtures in the summer calendar. These include the Underbelly (part of the Edinburgh Fringe), Cowes Week and Summer Sundae.
The activity is designed to build awareness of and drive engagement around Bulmers, and its association with British summertime, among its core audience of 25-35 year old ABC1 men.
The apothecary-styled experience has a rustic wooden exterior, but opens up to reveal a pristine, modern interior, dedicated to the world of cider and apples.  Once inside, consumers can partake in the traditional fun of a Bulmers’ ‘wildlife apple shy’ (like a coconut version, but using apples), testing their throwing skills for a chance to win Apple iPod shuffles and iTunes vouchers.

At the same time, consumers can learn how Bulmers orchards also house a massive array of wildlife and play an important role in preserving Britain’s fauna and flora.
The agency has also created the overall visual identity for the initiative, which will be used within the experience and on literature, stickers and vinyls. Product literature provides details of the Bulmer family of products that represent five generations of expertise. There is also an introduction to the growing conditions and the varieties of apples that are used in cider production. A money-off voucher gives visitors a free bottle of Bulmers in Threshers Group stores.
Exposure reports into Bulmers’ senior brand manager, Fiona Kennie, who commented: “We want our target consumer to walk away from this summer’s activity with new knowledge about Bulmers and its heritage and with more reasons to purchase.

“Exposure’s apothecary concept and wildlife apple shy is a perfect way to communicate the fact that Bulmers is a brand with a genuine heritage. Our brand vision is to reclaim cider for the Brits and to establish Bulmers cider as the UK’s No. 1 preferred premium cider.”
Tanya Weller, Exposure group account director, added: “We came up with our apothecary concept and shy as unique and unusual ways to talk to and engage consumers. It also provides us with an excellent opportunity to communicate Bulmer’s product expertise in a way that sets it apart from competitor brands.”

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