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Bulmers goes backstage in new TV ad
Bulmers cider has launched a new television advertising campaign reinforcing its position as a summer drink.
The campaign is part of a wider multi-million pound marketing spend buy Heineken UK to enhance the brand’s position as a summertime product and is supported by outdoor advertising and limited releases, such as the Bulmers Summer Blend.
The main advert, “Summer HQ”, shows Bulmers being ordered at a bar then, to the tune of the 633 Squadron theme tune, Bulmers workers spring into action to create the "perfect summer day" complete with blazing sunshine and frisbees.
Further 15-second short films are intended to show “behind the scenes” interviews with Bulmers employees and the lengths they and the brand go to, to improve the British summer.
Fiona Kennie, Bulmers senior brand manager at Heineken UK said: “Bulmers was the pioneer of cider in this country, and indeed worldwide. Summer HQ encapsulates the sunshine, vitality and optimism we associate with summer.
“The ad launches at a time when cider is more popular than ever, with the sector recording healthy growth of 6%.”
Rupert Millar, 04.08.2010