Bulmers is set to debut a new TV spot on Monday 4 March as part of its largest marketing investment to date, which also includes a through-the-line multi-million pound media campaign.
Created by Adam & Eve and directed by Sara Dunlop of Rattling Stick, the 60” spot entitled ‘Reverse’ follows groups of friends as they enjoy a summer night in the city. The twist in the tale is that their journeys are played out in reverse, with the ad ending at the beginning with the first drink of the evening.
The creative aims to show that a refreshing pint of Bulmers over ice is the best way to begin great times with friends. Media planning and buying was handled by MediaVest and this is the first TV work to be launched under the HEINEKEN brand’s new positioning ‘In the Beginning’.
“The new advertising is part of a multi-million pound marketing campaign for the brand encompassing TV, digital and social media and a multi-media partnership which will celebrate the beginning of the weekend for 10 weeks over the summer,” commented Michael Gillane, brand director – Ciders at HEINEKEN.
The campaign itself follows on from last summer’s press and outdoor campaign which celebrated the founding of HP Bulmer cider company in Hereford in 1887.
The through-the-line activity will also encompass the release of the new flavoured ciders – Bold Black Cherry and Pressed Red Grape.