Heineken-owned Bulmers is set to launch a multimillion pound marketing campaign that aims to place the cider brand as the “catalyst to colourful nights out.”
Created by adam&eveDDB with media planning and buying through MediaVest, the ‘Bulmers. Live Colourful ’campaign shows groups of people enjoying the range of five Bulmers ciders in a variety of urban settings.
The campaign is set to roll out across TV, press, digital and outdoor running from April through to September, with two TV ads entitled ‘Shine’ showing from 1 May.
Jacco van Der Linden, marketing director at Heineken, said: “Live Colourful is a celebration of Bulmers’ diverse and exciting range of flavoured ciders and a manifestation of the brand belief that variety and choice – living colourfully – leads to more vibrant and exciting consumer experiences.”
Bulmers has collaborated with six artists who used the five different colours of the cider bottles to create photographs, paintings and graphic designs, which have been turned into digital out-of-home to kick off the campaign.