New Bulmers Ad Campaign Takes Bulmers Back To The Beginning

1st March 2013

HEINEKEN’s leading Modern Cider brand Bulmers will be back on TV from March 4 with new advertising created by Adam & Eve. The 60” spot, ‘Reverse’, follows groups of twenty-somethings enjoying a summer night in the city. A twist is revealed as 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 to show that a refreshing pint of Bulmers over ice is the perfect way to begin great times with friends.

With media planning and buying through MediaVest, this is the first TV work launched under the new brand positioning, ‘In the Beginning’ and builds on the press and outdoor campaign launched last summer which celebrated the founding of HP Bulmer cider company in Hereford in 1887.

Directed by Sara Dunlop of Rattling Stick, the ad has a natural, authentic and effortless quality that reflects the evenings that Bulmers drinkers enjoy with friends.

Michael Gillane Brand Director - Ciders at HEINEKEN 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.”

The Bulmers’ portfolio will be promoted from March with the biggest marketing investment in the equity to date, which will include a through-the line multi-million pound media campaign, which as well as new TV advertising encompasses outdoor, digital, social media and experiential support and the introduction of two new 4% ABV premium flavoured bottled ciders. Bulmers Cider Bold Black Cherry is a crisp cider cut with the taste of crushed black cherries for intense fruit refreshment, and Bulmers Cider Pressed Red Grape is a blend of crisp apple cider and red grapes which provides a smooth, refreshing taste.

‘Reverse’ can be seen on You Tube at http://youtu.be/tNrlVAGmY6c.