Bulmers Red Apple targets core consumers
Cider brand Bulmers is looking to pip its rivals with the launch of Red Apple, a limited edition drink designed to raise awareness and drive sales when it launches this November.
A national outdoor campaign created by St Lukes features six sheet posters displaying the new bottle resting on a bed of juicy reds.
The creative agency is also behind the brands video on demand ads which showcase behind the scenes coverage of Bullmers HQ on a dedicated Youtube channel and in online footage of key shows.
This activity is supplemented by a phone app which directs consumers to their nearest red Apple stockist and point of service displays within stores.
Doug Cook, Brand Manager – Bulmers at Heineken UK said, “We know we have a great product in our latest product innovation, and we are confident that the new marketing for Bulmers Red Apple will ensure that consumer awareness of the limited edition variant is massively increased in the coming months.”