CIDER brand Bulmers has recruited six artists to bring its spring advertising push, called Bulmers Live Colourful, to life. The press and poster campaign began last month, to be followed by TV ads in May.
According to brand owner, Heineken: “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 multi-colour effect Bulmers is having on the cities around them.”
The artists have used the five colours of Bulmers’ different flavours; their artworks will run as part of the ad campaign through summer.
Jacco van der Linden, marketing director at 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.”
Heineken says Bulmers is UK top-selling modern cider brand across off- and on-trades according to CGA and Nielsen. Its volume share of the segment is 21%, with combined off- and on-trade sales of more than £229m.
• As of last month, Kopparberg is stocked by Marks & Spencer. It’s the only Swedish cider brand listed by the multiple. The company has chosen Mixed Fruit Cider and Strawberry & Lime Cider, in 500ml bottles.