Cider and beer company HEINEKEN has worked with integrated agency Space to support the launch of two new cider variants, Bulmers Cider Bold Black Cherry and Bulmers Cider Pressed Red Grape, which will be available to drinkers and shoppers from March.
The launch is part of a multi-million pound marketing campaign for Bulmers which includes its first TV ad campaign in years.
Space has developed the POS collateral for the launch which will roll out across 6,000 outlets in the on-trade from mid-March. The bold product image on a yellow background features the words ‘Begin with a Bulmers’ and is designed to act as a call to action, communicating the new tastes available to drinkers.
Michael Gillane, brand director, Ciders at HEINEKEN, commented: “Space continues to show real understanding of Bulmers’ target drinkers in both the on-trade and off-trade channels. Innovation is crucial to maintaining sales and momentum in the modern cider category, with flavoured cider key to this success and delivering the right messages at point of purchase is crucial to our launch plans.”
A shopper marketing campaign has also been created to go live later in March unveiling the new flavours across major grocery and convenience outlets covering communications across the shopper journey. A large scale 900-day sampling initiative both on and out of store will be employed to allow shoppers to taste the new variants along with more established Bulmers products.
“This activity is designed to encourage our target audience to begin their drinking occasions with the new product variants and continue to do so as part of their repertoire; it’s also a great example of how targeted execution can get product in hand and liquid to the lips of drinkers,” added Sean Kelly, group account director at Space.