Bulmers Unveils Campaign To Celebrate Its 125 Year History

23rd August 2012

Bulmers, the UK’s number one modern cider brand, will be backed in September by a national outdoor and press and digital campaign which celebrates the brand’s long and colourful 125 year history.

Launching on 3 September, the ‘In The Beginning’ campaign encompasses national 6 sheet and 48 sheet posters, high profile London Underground advertising – including an “appley” takeover of Victoria Station, and premium digital advertising sites around the UK including high-impact presence at the Manchester Hacienda, Liverpool Video Wall and London Bridge.

The activity will be complemented by a heavyweight press campaign in major national titles commencing late September.

The new campaign, which features the strapline, ‘Great British Cider since 1887’ – is one of two halves. The first dates back to the year when cider-making pioneers Percy and Fred Bulmer made their first cider in Hereford in 1887, telling the story of how Bulmers was first made, through to celebrating its home in Hereford.

The second part of the campaign will position Bulmers in modern times, celebrating everything Bulmers drinkers appreciate about the brand today.

Sanjay Patel, Brands Director – Cider at HEINEKEN said, “Bulmers is in a unique position in the modern cider category. Everyone knows it is a modern, innovative cider but what many are less familiar with is our exciting and colourful history going back 125 years to when the Bulmers brothers first started making cider in Hereford. We want the new campaign to celebrate the way Bulmers brings modernity, relevance and innovation to the cider category in the 21st century, while sharing our unrivalled heritage as a cider pioneer.”

The ‘In The Beginning’ campaign will be upweighted in 2013 through in-store activation, online activity and experiential events throughout the summer.