Begin With a Bulmers

Begin With a Bulmers

Integrated Campaign

Client:

Heineken

Ambition

To make Bulmers the leader of the Modern Cider category
(by becoming more relevant to 18-34 year old male & female drinkers).

Solution

We placed Bulmers at the heart of the Friday evening drinking occasion, thereby owning the start of the weekend.

Our integrated campaign revolved around #Beginwithabulmers, which served as a call to action and mechanic, rewarding drinkers for taking part while feeding collated content live into digital OOH and online ads.

The campaign tapped into our target audience’s natural desire to share by inviting them to start with a Bulmers and then share the fun via Twitter, Facebook and Instagram.

In addition to social media, campaign touch-points included on and off-trade, OOH, digital, experiential and a media partnership with Xfm – all designed to own the start of the weekend.

Results

Reached No.1 in the Modern Cider market 

Reached No.1 in the off-trade category

Bulmers achieved the highest shopper penetration in LADs market with 15.1%

Growth in key Bulmers brand metrics vs. base measures pre-campaign:

Quality +9%  

‘A drink that I like to be seen drinking’ +7%

‘Bulmers ‘tries new things’ +10%

(Millward Brown, based on the percentage that strongly agreed.)

Awards

Direct and Promotional Strategy of the Year – Drum Awards

More work