Bulmers launches new cider with 'Experimenters Wanted' campaign
Bulmers is today launching a summer-long marketing campaign to promote the launch of Bulmers Nº17, a new cider that contains crushed red berries cut with a shot of lime.
The multi-million-pound 'Experimenters Wanted' campaign will invite drinkers to take part in a range of activities throughout the summer.
It will culminate at London's South Bank in August with a special Bulmers garden party curated by DJ Rob Da Bank.
As well as raft of social media, outdoor, experiential, sampling and PR activity, a TV ad starring Ben Drew - aka the musician Plan B - will launch next month.
The campaign has been created by exposure, with TV work developed by St Luke’s and media planned and bought by MediaVest.
Gareth Turner, senior brand manager at Bulmers, said: “We are seeking UK consumers with an experimental spirit to join us in a series of fun activities across the country, the best of which will be used to create the ultimate cider drinking experience - a cider garden in an iconic London location with top celebrity entertainment this August.
"‘Experimenters Wanted’ is a fun, light-hearted campaign that brings to life the experimental spirit of Bulmers Nº17 through multiple channels to create a connection with our target audience.”