To celebrate its 125th anniversary, Bulmers will run a national outdoor, press and digital campaign to celebrate its part.
Created by Adam & Eve, the ‘In The Beginning; campaign will run across both 6 sheet and 48 sheet posters, London Underground advertising, including a takeover of Victoria Station, and digital advertising sites at locations such as Liverpool Video Wall, Manchester Hacienda and London Bridge.
Media planning and buying has been conducted by MediaVest, with press activity to begin in late September.
The campaign, which will run in two halves, will also feature the strapline, ‘Great British Cider since 1887’.
The first half will date back to the year of the brand’s inception in 1887, talling the story of how it was made at its home in Hereford, while the second part will aim tp position the cider in modern times.
Sanjay Patel, brands director – Cider at HEINEKEN, said, “Bulmers is in a unique position in the modern cider category. Everyone knows it is a modern, innovative cider but what many are less familiar with is our exciting and colourful history going back 125 years to when the Bulmers brothers first started making cider in Hereford. We want the new campaign to celebrate the way Bulmers brings modernity, relevance and innovation to the cider category in the 21st century, while sharing our unrivalled heritage as a cider pioneer.”
Further activity will take place through the campaign next year with in-store activation, online activity and experiential events during the summer.