Bulmers, the British cider from Heineken, is showing the colour of its money – and its product range- in a new multi-million pound marketing campaign embracing TV, press, digital and outdoor running from April through to September.
Created by adam&eveDDB with media planning and buying through MediaVest, the ‘Bulmers. Live Colourful’ campaign breaks from Easter with press and outdoor executions followed by a new 30 & 40 second TV commercial entitled ‘Shine’ from May 1. The advertisement communicates how Bulmers is the catalyst to colourful, fun nights with friends, showing groups of people enjoying the range of five Bulmers ciders in a variety of urban settings, seemingly oblivious to the stunning multicolour effect Bulmers is having on the cities around them.
To kick off the new campaign, Bulmers collaborated with 6 artists who used the colours of the five Bulmers variants to bring the Live Colourful advertising proposition to life. The photographs, paintings and graphic designs they created have been turned into an exciting display of print, Out of Home (OOH) and digital OOH executions which will run nationwide throughout the summer.
Jacco van Der Linden, Marketing Director at Bulmers brand owners Heineken said: “Live Colourful is a celebration of Bulmers’ diverse and exciting range of flavoured ciders and a manifestation of the brand belief that variety and choice – living colourfully- leads to more vibrant and exciting consumer experiences.”
Mat Goff, Managing Director of adam&eveDDB said “Live Colourful is an exciting new creative platform for Bulmers and a great way for the Bulmers brand to be behaving just like its drinkers: seeking out new, varied and exciting experiences.”
Bulmers became the GB’s No.1 Modern Cider for the first time in the brand’s history in 2013, increasing its total volume share of Modern Cider to 21%. Bulmers’ combined on and off-trade sales are now worth over £229million.